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In Peru there are more than 300 thousand people who suffer from Alzheimer's, a number that is expected to increase year after year as population ages, ironically the Ministry of Health has forgotten to elaborate the National Plan of Prevention and Treatment of this disease which was ordered in April 2013 through a law issued by the Congress.

Face to this situation in September 2015 the Institute of Memory and the Alzheimer's Association started a movement to remind the Ministry of Health about the forgotten plan.

This was possible thanks to the collaboration of Tula Carrera, a 66-year-old woman who agreed to publicly shared her Twitter password in a simple tweet:

TULA CARRERA TWEET: My Twitter password is 060114, the date I was diagnosed with Alzheimer´s and I will forgot it soon.
Support me:

The impact in media was so big that three days after the campaign started the Viceminister of Health answered to Mrs. Tula Carrera via Twitter, and the Ministry organized an event where publicly announced its answer to the request of the whole country.

• 18.301.531 impressions
• 250.000 Tweets (61% retweets)
• Twitter influencers participation value in US$21.797
• Approximately US$180.000 in free press
• Twice Trendingtopic in Perú with #recuerdenelalzheimer


On October 6, 2015, Peruvian Government announced that “The Forgotten Plan” would begin its implementation. This will ensure that Alzheimer patients have access to prevention, treatment, recovery and psychosocial rehabilitation. It also incorporates a service network throughout the country, with a team of experts that includes psychology and psychiatry specialists.