Don't Forget About Alzheimer's

I have a great interest in brilliant ads that are highlighting issues rather than advertising a product, and this ad from Publicis Belgium is one of them. It is attempting to gain awareness for Alzheimer's by stating that, 'Today 85,000 Belgians won't remember what they read in their newspaper', and in my opinion I'm not sure if the copy is even needed because the image is so strong. I think this is a wonderfully uncomplicated idea, and the fact it was placed in a newspaper will mean it'll drive home its message with ease.