Alzheimer's: The Forgetting Tab: Reminding people to help those who forget

Coc Coc, Vietnam's leading internet browser with more than 22 million monthly users, has introduced “The Forgetting Tab”, a creative campaign conceptualized by Isobar Vietnam to increase awareness of Alzheimer’s amongst Vietnamese. It uses Coc Coc's existing incognito mode – private browsing where nothing is saved in the browser or search history and cookie store – to call attention to the forgetfulness that characterizes the disease.
Renamed"The Forgetting Tab", Coc Coc's is presenting users who want to surf incognito with an emotional message (via film) about Alzheimer's, in the hope of bringing people's attention to this serious, life-debilitating disease that affects not just the patients but also their caregivers. Users could then click through to learn more about the disease and care.