Our new campaign for “Nestor” Psychogeriatric Association. Founded in 2001, “Nestor” is the largest provider of free services for the elderly in Greece specialized mostly in Alzheimer and dementia. Patients with advanced dementia and Alzheimer’s cannot survive without help. They are no longer able to perform basic functions such as washing, dressing, eating or using the toilet. They show a complete inability to recognize surroundings, time, season, name of objects, or familiar faces. They are again like little, helpless children who are constantly in need of a caregiver. This is exactly what we are depicting in our new campaign: The adult patient, presented as a lost or troubled toddler that struggles with speech. Only when one reads the entire title does understand the drama of the case.