We designed and developed a campaign to raise awareness about the increasingly common disease of Alzheimer’s and to engage companies and donors, both large and small, in supporting the creation of the new center of excellence dedicated to this condition. “Do we know each other?” is the central message used to convey the disorientation caused by Alzheimer’s and the importance of donors for the expansion of the Elderly Home, a benefit for the community and not just for the residents and their families.