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Vancouver, BC – The Alzheimer Society has launched a new national campaign in an effort to raise awareness about the soul-wrenching realities of Alzheimer’s disease. Highlighting the fatality of the disease and the gradual loss of all aspects of daily life, the “Forget Everything You Knew” campaign aims to correct common misconceptions about the disease and urge greater investment in research.
Click here to view the radio and TV public service announcements
Click here to visit our FTP site and download copies of the PSAs (enter the password alz2010).
“Understanding the disease is the first step towards fighting it, said Kelly Duffin, CEO of the Alzheimer Society of Canada. “Validating the sentiment of loss, and mourning of life as we have known it is the second step.”
The campaign points to three key facts about the disease:
- It isn’t just a disease of the elderly; in fact it can start in your 40’s
- Alzheimer’s disease is not just forgetfulness; it is a brain disease that takes away the ability to process information
- Alzheimer’s disease is fatal, normally within five to 10 years of diagnosis; currently there is no cure
The campaign follows the release of the Rising Tide study commissioned by the Society in January, revealing alarming statistics about the projected economic and social costs of dementia in Canada. While the amount of money spent on dementia research has increased over the past few years, the rapid increase in prevalence of the disease and its devastating impact means that much more will need to be invested if we are to accelerate the pace of progress to find the cure.
“This campaign will shine light on the need for research to ultimately end this disease, so that people living with it today will have confidence that their children and grandchildren will not have to endure its devastation,” says Dr. Jack Diamond, scientific director of the Alzheimer Society.
The campaign was created by the Leo Burnett agency on a pro-bono basis and consists of a series of public service announcements for television, radio, and print.
Click here to view the radio and TV public service announcements
Click here to visit our FTP site and download copies of the PSAs (enter the password alz2010).
