After setting social media abuzz with a completely blank Instagram page over the weekend, Etisalat today unveiled its campaign in support of a global effort to raise awareness and challenge stigma associated with dementia, in line with its brand direction 'Together Matters'.

On 21st September each year, World Alzheimer's Day is celebrated across the world. In the lead up to this day, Etisalat archived all its Instagram posts to depict memory loss experienced by people with Alzheimer's disease. As a result, more than 3,000 Instagram posts were not visible to the public since 18th September, piquing the interest of the media and Instagram followers alike.

Etisalat also released a short video clip to drive home a strong message about remembering those who cannot remember: "Memories disappear with Alzheimer's. Let us remember this day and those affected by it."

World Alzheimer's Day is an international campaign to raise awareness, highlight issues faced by people affected by dementia, and demonstrate how we can overcome them to help people live well with dementia. From previous studies, two out of every three people globally believe there is little or no understanding of dementia in their countries.

People living with dementia worldwide is currently estimated at 50 million, and there are nearly 10 million new cases every year. The total number of people with dementia is projected to reach 82 million in 2030 and 152 million in 2050, according to the World Health Organisation.

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