MullenLowe Philippines and Alaska Milk Bring Attention to Alzheimer’s

09 January 2020

Companies

Christmas is a time of making memories. But when the mind begins to fade away, as in the case with many of our elderly loved ones, how do families make sense of what remains? Dementia is a condition that breaks apart more than just memories. Left unchecked, the frustration it causes can drive a wedge into the bond of even the closest of kin.

As a powerful follow-up to a heartfelt film, Alaska, in partnership with Noli Alzheimer’s Care Center, Alaska Milk and MullenLowe Philippines launched the “Memory Threads” installation—an interactive art exhibit meant to raise awareness about dementia. Using several hundred meters of yarn, Artist Candace Alipio created a mixed-media installation depicting a mother and her daughter in a Christmas setting.

These figures are built to be torn apart. Visitors are instructed to pull at the threads that make up the knitted sculptures, mimicking how dementia unravels one’s memories. Once all strands are unraveled, a bright red heart hidden inside each figure remains. At this point, the message is clear—in the wake of dementia, memories made with the heart are the ones that stay.

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