Alzheimers New Zealand commissioned the design and production of eraser-shaped USB memory devices to remind New Zealand about the importance of their memories, and how difficult life can be for those living with this disease. Actual working erasers were hollowed out and fitted with USB memory sticks. The message displayed on the top is “Alzheimers erasers your memories. Save them.” On the reverse side is the Alzheimers New Zealand logo and website. “The place you can turn for more information and support. alzheimers.org.nz.” The campaign won a Silver Design Lion at Cannes International Advertising Festival 2010.
Alzheimers New Zealand distributed these eraser/usbs amongst the public, sending them to various local organisations and local politicians with a letter, in an attempt to raise awareness of the charity.
The Eraser campaign was developed at Colenso BBDO, Auckland, by executive creative director Nick Worthington, art director/copywriter/designer Lisa Fedyszyn, copywriter/art director Jonathan McMahon, account manager Stefanie Robertson, planner Hayley Pardoe, agency producer Phil Newman, and designer Phila Lagaluga.