More than 160,000 people in Sweden live with some form of dementia today. And by 2050, that number is expected to double. Despite this, there is still no cure and few effective treatments. The urgency is real. We’re used to seeing the spinning wheel as a sign of lag and waiting. But here, it becomes something far more serious: the mental freeze when the brain no longer recognizes the people closest to us. The campaign was created by using personal photos of loved ones affected by the disease. It was spread across the world over 6 continents and was published, liked, commented and shared thousands of times.