Delivering relevance, creating empathy
How do you make ‘living with Alzheimer’s’ meaningful to non-sufferers? Create a simple, yet powerful, symbol that has universal resonance – a pair of mismatched socks. Produced by well known designers, to inject additional lifestyle appeal, the story became news and news became a social phenomenon.
The campaign, which saw people, politicians and celebrities from all walks of life mismatch their socks, was so successful, it is now entering its third year.