This post is part of Rassak’s “YouTube Tuesdays Plus” featuring mini case studies of marketing videos (sometimes we look at other digital media too). New on Tuesdays. Don’t miss one, subscribe.

There really is nothing to say about this other than “wow” — it’s an amazingly clever use of social media. And thank you to YouTube Tuesday reader Ellen Gavin (LinkedIn) for sending it to me.

This campaign from Alzheimer Nederland (um, that’s Dutch for Alzheimer, Netherlands an advocacy and information organization) doesn’t just build awareness. It builds experiential, visceral understanding of what having Alzheimers might feel like—or having a loved one with Alzheimers might feel like. That’s a tough thing to do —and this is a very smart approach. The video isn’t really the campaign—the campaign is what happened on Facebook. But the video explains what happened really well and carries the campaign forward.