An awareness campaign asks people to donate their 'memories' for World Alzheimer’s Day, causing all of their posts, friends, photos, etc. to disappear for the day.

An awareness campaign for Alzheimer’s Disease International is asking people to donate their Facebook timeline in support of World Alzheimer’s Day on September 21st. By downloading an app, Facebook users will be able to experience how it feels to lose their memories for a day.

The app will lie dormant until September 21st when it will activate, wiping users’ memories from their timeline including pictures, status, videos, friends, etc. These will be replaced with a message that reads: “Imagine your life without memories. For 36 million people living with Alzheimer’s disease, this is reality.”

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