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In Israel during Alzheimer’s awareness week a simple prank played on movie goers turned out to be extremely effective in raising awareness for the disease. At showtime, rather than playing the correct movie, they switched the movie, creating lots of confusion in the audience with people standing up, wondering what to do. After a while a message appeared on the screen explaining that it was an Alzheimer’s awareness ad designed to give everyone the sense the confusion that people suffering with the disease feel, and that the correct movie was about to play. People were clapping with positive responses to the ad.
