Out of the 4,023,700 seniors aged 65 and older in Shanghai, approximately 18 percent are at risk of cognitive impairment. According to the China Alzheimer’s Report of 2022, deaths caused by Alzheimer's have steadily increased to make it the fifth leading cause of death.

The progression of Alzheimer’s is such that the patient gradually becomes less capable of performing basic daily tasks without assistance. They start to lose cognitive abilities, spatial awareness, and the ability to process language and regulate emotions.

Unfortunately, 70% of those impacted miss out on early detection and treatment. Early detection and intervention could help slow down the disease’s progression by 15%.

STRATEGY The Clock Drawing Test is a widely accepted and effective clinical tool for early detection of Alzheimer's disease. By drawing a clock, adding numbers, and setting the clock hands, the test examines multiple cognitive functions such as spatial navigation, memory, abstract thinking, math, and temporal navigation.

When memory, execution, or visuo-spatial ability are off, the clock can be distorted and unintelligible. In a lost world and distorted time caused by Alzheimer’s, seniors experience a failure to track the passage of time. For Alzheimer’s patients and their families, time is especially precious.

Our approach was to leverage The Clocking-Drawing Test, allowing those untouched by the disease to experience the unique challenges of the condition.

Though there is no known cure available for this condition, the sooner the disease is recognized and accepted, the better opportunity for slowing its advancement.

CREATIVE IDEA Presenting Lost in Time, a one-of-a-kind unique set of artworks created by those suffering from Alzheimer’s.

By spotlighting the medically proven test for detecting early signs of Alzheimer's, we aimed to raise awareness and provide crucial assistance to those affected by the disease.

EXECUTION Partnering with Jian Ai Charity, a non-profit focused on elderly brain health, we carried out clock-drawing test on hundreds of seniors suffering from Alzheimer's. The clock drawings reflected the different phases of early, middle, and advanced symptom advancement.

We turned the clock drawings into an evocative timepiece collection, campaign and exhibition, offering a window into the time lost by those with the Alzheimer’s disease and their distorted world.

On World Alzheimer's Day 2023 on September 21st, we transformed Shanghai’s metro station into a distorted world of Alzheimer’s patients, showcasing five abnormal clocks to encourage passersby to learn more about Alzheimer’s and CDT.

The exhibition captured the attention of 2,748,900 people, with 17,867,850 visits, all witnessing a captivating temporal dislocation.

During World Health Day 2024 on April 4th, we hosted an auction on China's leading resale platform Xianyu, with all profits from watch sales going towards supporting patients and promoting disease prevention and control. This marks the charity's first-ever auction.

IMPACT The free media placement at the metro station, sponsored by STDecaux, allowed for widespread exposure and generated inquiries about Jian Ai Charity and offered support for Alzheimer's patients.

Over 400 media platforms, including television, radio, and print, as well as influencers and individuals, joined forces without any financial resources to drive the online conversation about Alzheimer's disease.

The more these clocks are designed and produced, the greater the potential for positive change. Nevertheless, our hope is a decrease in clocks like this and an increase in public awareness of the disease and the Clock Drawing Test.

We are engaging with healthcare professionals to incorporate this early detection test in yearly physical exams across China. Bringing diagnostic testing out of the hospital and into everyday life will benefit more people.

21 million people reached 120,000 people participated the auction 493 won press & posts 129 million impact 106% donations increased YoY

SEVEN YEARS PARTNERSHIP WITH NGO Thanks to the ongoing partnership between the charity and the dedicated creative team in China on the Alzheimer's course for over 7 years, the work was successfully delivered. We launched The Fading Font in 2017/2018, revamping a collection of over 7000 Chinese characters to offer insight into the daily struggles of those living with the disease.

Last but certainly not least, we want to give a sincere thank you to the Alzheimer's patients in the four communities in Shanghai for their invaluable input in creating this remarkable work. This wouldn't be happening at all if it weren't for them.