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Is shock value an appropriate approach to Alzheimer’s awareness?

A recent public service announcement broadcast in Belgium has added fuel to the controversy over how “clever” it’s appropriate to be when it comes to Alzheimer’s awareness campaigns. The Flemish League Alzheimer’s Association recently commissioned a PSA message that has brought strong responses from viewers. The PSA shows a woman with Alzheimer’s repeatedly opening her door to her grandson when he arrives only to ask for money. In real life, this obvious “fleecing” of a grandparent with dementia would infuriate nearly anyone. The controversy is over the fact that there seems to be an attempt at humor in this PSA which many viewers think is degrading to the woman with the disease. 

Read more about how Alzheimer's is depicted on television ads:

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