In 2016, to deepen public understanding of Alzheimer’s, we reimagined The Alzheimer’s Association’s annual awareness efforts with a powerful, shared experience: “The Alzheimer’s Walk.” Inspired by the disorientation patients often face—wandering and relying on strangers—we invited thousands to symbolically walk in their shoes. With a modest budget and strong community support, we launched a multi-platform campaign blending social storytelling and emotive video content. The result: a deeply human narrative that brought Alzheimer’s out of the shadows and into millions of living rooms, turning a scientific struggle into a collective cause.