Alzheimer’s Foundation: Buffering

The Alzheimer’s Foundation of Sweden, in collaboration with creative collective Kid, has launched a poignant campaign using the familiar digital "buffering" symbol to mirror the frustration and confusion experienced by those living with Alzheimer’s. The silent video, intentionally disorienting, powerfully conveys how memories and recognition can feel just out of reach—like a page that won’t load. By blending digital metaphors with real-world emotion, the campaign draws attention to the disease’s impact on both individuals and families. It aims to deepen public empathy and raise crucial awareness and funding for Alzheimer’s research.