Young people don’t care about dementia simply because it seems like an irrelevant and unlikely disease at their age.
New studies suggest that the toxic proteins attributed to dementia begin decades earlier. The risk of dementia and also the symptoms can be minimised by reading earlier on in life.
Getting young people to read by tapping into the nostalgia of the books they grew up with.
A week long virtual reality pop-up that challenges customers to attempt to find books and read them while experiencing lesser-known symptoms of Alzheimer’s. To raise awareness to the difficulties of living with this disease as well as demonstrating the importance of reading.