Agency Network: 
May 2017
Dubai Health Authority: Geeta M Patel


Alzheimer's Disease is often associated with the old but what many people don't realize is it can affect those much younger than 65. At this stage it's classified as Early-Onset Alzheimer's and can be easily mistaken as a temporary, stress-related condition. While there is no cure for any form of Alzheimer's, expert care and counseling can help make a difference.

This initiative by Dubai Health Authority aims to raise awareness of this condition. It depicts what typically happens to a sufferer as a little bit of themselves are symbolically fragmented into pieces. With counseling, however, the puzzle can be put back together. While it will never be perfect, it will nonetheless provide some solace and acceptance to the sufferer.

Print advertisement created by The Classic Partnership, United Arab Emirates for Dubai Health Authority, within the category: Public Interest, NGO.


Early-Onset Alzheimer's can affect those younger than 65. See the clearer picture by calling 800DHA.

Advertising Agency: The Classic Partnership, Dubai, United Arab Emirates
Executive Creative Director / Creative Director / Art Director: Alok Gadkar
Creative Director: Leslie Paul
Senior Art Director: Mangesh Zemse
Copywriter: Leslie Paul
Photographer: Amol Jadhav
Illustrator: Anant Nanvare
Account Directors: Tarek Chebaro, Pulkit Vasisht
Head of Production: Vitthal Deshmukh
Retouching Artists: Devraj Shriyan, Ketan Pawaskar
Photographer Assistant: Shreyas Surve
Production: Raj Chheda / Shoot at Sight
Producer: Ashwin Menon / RGB Dubai
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