Alzheimer's Society "erase" by Fallon

The Alzheimer’s Society has released a cinema ad that will air during showings of Still Alice, a film about a woman with Alzheimer’s. Fallon created the ad, in which messages about trivial instances of forgetfulness take on a more serious meaning when certain words and letters are removed. It will run in Pearl & Dean and DCM cinemas across the UK. Both organisations donated free media space for the campaign.