Alzheimer’s Research UK partners with Shazam and does something deliberately uncomfortable. It gives the app the symptoms of Alzheimer’s. You use Shazam as you normally would, but the experience starts to break in ways that mirror memory loss. It is a hard-hitting way to feel, in a small moment, what daily struggle can look like.
The insight behind the campaign is about who needs to be reached. Most people associate Alzheimer’s with late life, but the disease can affect people as young as 40. The post cites over 40,000 people under 65 living with dementia in the UK.
The point is education through friction
This does not try to persuade with claims or statistics alone. It turns education into a lived interaction. Shazam is familiar and fast. Making it unreliable becomes the message.
The real question is how to make a misunderstood condition felt in a way that stays with people after the interaction ends.
This is a strong use of product behaviour because the disruption teaches rather than distracts. The intent here is public education, not app utility.
Why the Shazam choice is strategic
Shazam already sits in a high-frequency behaviour loop. By behaviour loop, this means a repeated habit people perform in real-life moments with very little effort or planning. That makes it a powerful carrier for a message about everyday disruption, because it arrives inside everyday life rather than as a separate awareness film.
Extractable takeaway: If you want people to understand a condition that is easy to distance or abstract away, place the message inside a familiar action so the disruption explains the reality better than a claim alone.
In consumer-facing digital experiences, familiar habits are often the best place to make a hard message land because the contrast is felt immediately.
What to take from this if you build digital experiences
- Simulate a small part of the experience, not just the outcome, when the condition itself is hard to explain.
- Put the message inside a familiar behaviour, so the contrast is instantly felt.
- Use disruption sparingly and intentionally, so the discomfort has a purpose and does not turn into irritation.
A few fast answers before you act
What is “The Day Shazam Forgot”?
A Shazam partnership campaign that simulates Alzheimer’s symptoms to give users a direct, hard-hitting insight into memory loss.
Who is the campaign trying to educate?
A younger audience that may assume Alzheimer’s only affects people in late life.
What key fact reframes the audience assumption?
The disease can affect people as young as 40. The post cites over 40,000 people under 65 living with dementia in the UK.
What is the core creative technique?
Turning a familiar app experience into a controlled failure state, so the message is felt rather than only read.
Why use Shazam instead of a separate awareness film?
Because Shazam already lives inside everyday moments, the disruption arrives where memory lapses would feel personally relevant rather than abstract.