Case Study: Alzheimer Forschung Initiative e.V. boosts donations and awareness with VMLY&R's Fading Exhibit

Alzheimer Forschung Initiative e.V boosts donations 65% with VMLY&R

The Alzheimer Forschung Initiative e.V., an independent non-profit organization, faced the challenge of raising awareness for Alzheimer's disease in Germany on a modest budget. With 1.2 million people affected, early awareness is crucial, and the organization needed an original creative idea to reach a large audience. The vendor VMLY&R developed a campaign to address this.

VMLY&R created "The Fading Exhibit," an art installation featuring paintings made with thermochromic pigment by artists with a family history of Alzheimer's. The paintings were fitted into heated frames that caused them to fade over the course of the exhibit, powerfully symbolizing the effect of the disease. This solution led to a 65% increase in donations over one week compared to the previous full month, achieved over 9.5 million in reach, and generated 20 times the organic social engagement of the non-profit's usual posts.

Alzheimer Forschung Initiative e.V