The Unforgettable Concert

Alzheimer’s affects more than 200,000 older people in Peru.

There are early symptoms to detect the disease and begin timely therapies, but the children of potential patients are unaware of these symptoms.

So, we decided to raise awareness where many young Peruvians would gather—Vivo x el Rock, the largest music festival in the country. When GAIA, one of Peru’s most iconic bands took the stage, its lead singer shocked the audience of 30,000 young people when he “forgot” the names of his bandmates and the lyrics to his most famous song—a move designed to prompt viewers to get checked for early-onset Alzheimer’s.

The result? Check-up appointments increased by 200%, and in just one week, 16 people were diagnosed.