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Alzheimer's Research UK teamed up with Shazam to give the music delivery app the symptoms of memory loss.

The campaign by Innocean Worldwide UK highlighted that Alzheimer’s disease can actually affect people as young as 40, and over 40,000 people under 65 are living with dementia in the UK. To educate a younger audience about the disease, the app mirrored Alzheimer’s effects by struggling to identify songs and then prompting users to donate to the charity.   It resulted in more than two million impressions and over 5,000 visitors to Alzheimer’s Research UK donation page.