New PSAs Aim to Help Families Identify Subtle Signs of Alzheimer's in Loved Ones

quotThe Alzheimer39s Association is proud to partner with the Ad Council on this important campaignquot said Katie Evans Chief Programs and Mission Engagement Officer Alzheimer39s Association quotBlack Americans face a higher risk of Alzheimer39s disease and are often diagnosed later in the disease39s progression This campaign encourages families to initiate conversations sooner when they notice potential signs of Alzheimer39s or another dementia Early detection and diagnosis provide the best opportunity for care management and treatment of the diseasequotThe most recent data from the Alzheimer39s Association shows that 19 of Black Americans ages 65 and older are diagnosed with Alzheimer39s disease compared to 10 of white Americans The new PSAs aim to resonate with Black adults who have family members 55 and older an age when early symptoms of the disease may begin to appear The PSAs emphasize early warning signs that could indicate Alzheimer39s and how these signs differ from normal aging The creative content encourages families to have conversations about early detection by offering resources and tools at 10signsorgSince June 2019 the Ad Council and the Alzheimer39s Association have partnered on multiple efforts to promote early detection of Alzheimer39s and encourage family members to talk about visiting a doctor together Creative iterations have been developed for distinct audiences most recently for Hispanic Americans who are also at increased risk for Alzheimer39sThe new creative created and produced pro bono by VML seeks to educate all precare partners by focusing on familial love wisdom and core memories made with older family members while emphasizing why it39s important to have a deeper understanding of the early signs of Alzheimer39s By highlighting subtle signs like having trouble completing familiar tasks or frequently forgetting important dates or events the PSAs raise awareness around cognitive and behavior changes that aren39t normal aspects of aging In addition to the full suite of assets this new work also includes a three minute longform video showcasing an indepth look at relational bonds further spotlighting the important role precare partners have in recognizing the early warning signs in loved ones and preserving their family39s wisdomquotWe39re deeply honored to support the launch of this crucial campaign focused on early Alzheimer39s detection within the Black communityquot said John Marchese executive director of VML Health quotWe believe that by communicating honestly and openly we can empower individuals and families with the information they need to recognize the early signs and seek help Alzheimer39s affects so many of us and we39re inspired to contribute to a healthier future for our communityquotAccording to Ad Council research conducted in the final quarter of 2024 individuals who were aware of the ad campaign were approximately three times more likely to say they had learned the difference between the signs of aging and signs of Alzheimer39s disease than individuals not aware of the campaignquotAlzheimer39s is one of the most pressing health issues of the moment especially as the national population of people over 55 continues to growquot said Heidi Arthur Ad Council chief campaign development officer quotThat39s why we39re so proud to partner with the Alzheimer39s Association and VML to create this inspiring work which will help all people with aging family members across the country recognize the signs and help them to get care and support for their loved onesquotThe PSAs will appear across the country in donated media with initial committed support from LatiNation Meta SiriusXM Media The New York Times and UrbanMD TV among others In addition to donating media LatiNation is creating a suite of videos and articles to run on their broadcast and digital and social platforms and SiriusXM Media39s Studio Resonate developed the radio PSAs in English and Spanish that will run nationally and on their channelsThis new iteration builds on the success of the quotSome Things Come with Agequot creative developed in 2023 by Lopez Negrete which was selected as quotMulticultural Health Care Advertising Campaignquot winner in the 2024 ANA Multicultural Excellence Awards as well as a winner in the 2024 Hispanic Marketing Council Strategic Excellence Awards for quotBest Hispanic Cultural Insightquot and quotImpactful Multicultural ResearchquotThe campaign39s website 10signsorg 10seamp241alesorg in Spanish offers tools and resources to help families learn the early warning signs of Alzheimer39s and what is considered signs of normal aging The site also contains resources on tips for facilitating conversations about cognition benefits of early detection and diagnosis a discussion guide for use with doctors and health providers and other informationPosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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New PSAs Aim to Help Families Identify Subtle Signs of Alzheimer's in Loved Ones

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