Dementia is now the third largest cause of death in New Zealand. Light the World in Teal was a powerful visual global initiative, but easy to pay lip service to here in NZ in a packed charity calendar. Working with Dementia Auckland, we turned the opportunity into something with genuine impact, striking a deal with digital outdoor specialists LUMO for key CBD locations for the days around the event date (3 – 4th November) and running engaging digital ads to complement the nightime light show at the Auckland Harbour Bridge, Sky Tower, Spark Arena and Town Hall. The scale helped us get our client onto prime time chat show Seven Sharp to discuss the serious aspects of dementia and how Dementia Auckland were seeking to support.