For this year’s World Alzheimer’s Day, Starcom Mediavest Group wanted to educate young people in the United Arab Emirates about the disease. It did so using Snapchat, making the most of the fact that messages on the social media platform disappear a few seconds after they have been seen by the recipients. The reality is that Snapchat works just like Alzheimer’s. The agency created #MemoriesMatter – three Snapchats featuring memories in the form of nostalgic family photos that disappear in a few seconds. This was followed by the message ‘Alzheimer’s Erases Your Memories, Let’s Erase Alzheimer’s’.