More than 40 million people lose their memory from Alzheimer's and over 400 million post their memories through the hashtag tbt. We want to reframe the hashtag by associating it with the disease. How? Every Thursday on Instagram, we send inbox to those who want to participate, a text telling the project to be the caption of any tbt photo. Everyone who posts then gets a custom post stating them as 'Memory Donors'. The profile (@tbtalz) still acts as an information channel.