New PSAs Aim to Help Families Identify Subtle Signs of Alzheimer's in Loved Ones
Ad Council and Alzheimer's Association's campaign highlights early warning signs that can be mistaken for normal aging, with emphasis on reaching Black Americans, who are twice as likely to develop the disease
NEW YORK, April 10, 2025 /PRNewswire/ -- The Ad Council, in partnership with the Alzheimer's Association, today launched new public service advertisements (PSAs) to help people recognize the early signs and symptoms of Alzheimer's disease and other dementias in their loved ones. The new suite of PSAs are the latest in the award-winning 'Some Things Come with Age' campaign, which continues to encourage pre-care partners to learn about the early warning signs of Alzheimer's. The latest PSAs focus on Black Americans, who are twice as likely to develop the disease.
'The Alzheimer's Association is proud to partner with the Ad Council on this important campaign,' said Katie Evans, Chief Programs and Mission Engagement Officer, Alzheimer's Association. 'Black Americans face a higher risk of Alzheimer's disease and are often diagnosed later in the disease's progression. This campaign encourages families to initiate conversations sooner when they notice potential signs of Alzheimer's or another dementia. Early detection and diagnosis provide the best opportunity for care, management and treatment of the disease.'
The most recent data from the Alzheimer's Association shows that 19% of Black Americans ages 65 and older are diagnosed with Alzheimer's 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 Alzheimer's 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 10signs.org.
Since June 2019, the Ad Council and the Alzheimer's Association have partnered on multiple efforts to promote early detection of Alzheimer's 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 Alzheimer's.
The new creative, created and produced pro bono by VML, seeks to educate all pre-care partners by focusing on familial love, wisdom, and core memories made with older family members, while emphasizing why it's important to have a deeper understanding of the early signs of Alzheimer's. 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 aren't normal aspects of aging. In addition to the full suite of assets, this new work also includes a three minute long-form video showcasing an in-depth look at relational bonds, further spotlighting the important role pre-care partners have in recognizing the early warning signs in loved ones and preserving their family's wisdom.
'We're deeply honored to support the launch of this crucial campaign, focused on early Alzheimer's detection within the Black community,' said John Marchese, executive director of VML Health. 'We 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. Alzheimer's affects so many of us, and we're inspired to contribute to a healthier future for our community.'
According 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 Alzheimer's disease than individuals not aware of the campaign.
'Alzheimer's is one of the most pressing health issues of the moment, especially as the national population of people over 55 continues to grow,' said Heidi Arthur, Ad Council chief campaign development officer. 'That's why we're so proud to partner with the Alzheimer's 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 ones.'
The 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 Media's Studio Resonate developed the radio PSAs in English and Spanish that will run nationally and on their channels.
This new iteration builds on the success of the 'Some Things Come with Age' creative developed in 2023 by Lopez Negrete, which was selected as 'Multicultural Health Care Advertising Campaign' winner in the 2024 ANA Multicultural Excellence Awards, as well as a winner in the 2024 Hispanic Marketing Council Strategic Excellence Awards for 'Best Hispanic Cultural Insight' and 'Impactful Multicultural Research.'
The campaign's website, 10signs.org ( 10señales.org in Spanish), offers tools and resources to help families learn the early warning signs of Alzheimer's, 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 information.
About the Alzheimer's Association®
The Alzheimer's Association is a worldwide voluntary health organization dedicated to Alzheimer's care, support and research. Our mission is to lead the way to end Alzheimer's and all other dementia — by accelerating global research, driving risk reduction and early detection, and maximizing quality care and support. Our vision is a world without Alzheimer's and all other dementia®. Visit alz.org or call 800.272.3900.
About the Ad Council
The Ad Council convenes creative storytellers to educate, unite and uplift audiences by opening hearts, inspiring action and accelerating change. For more than 80 years, the nonprofit organization and its partners in advertising, media, marketing and tech have been behind some of the country's most iconic social impact campaigns – Smokey Bear, Friends Don't Let Friends Drive Drunk, Tear the Paper Ceiling and many more. To learn more or get involved, visit AdCouncil.org, join the Ad Council's communities on Facebook, Instagram and LinkedIn, and view campaign creative on YouTube.
About VML
VML is a leading creative company that combines brand experience, customer experience, and commerce, to create connected brands that drive growth. The agency is celebrated for its innovative and award-winning work with blue chip client partners including AstraZeneca, Colgate-Palmolive, Ford, Microsoft, Nestlé, The Coca-Cola Company, and Wendy's. VML is recognized as a Leader by Forrester Wave™ reports for Commerce Services, Marketing Creative and Content Services, and is a Strong Performer in the Forrester Wave™: CX Strategy Consulting Services. It was also named a Leader in IDC MarketScape: Adobe Experience Cloud Professional Services and a Visionary in the Gartner Magic Quadrant for Digital Experience Services. VML's specialist health network, VML Health, is also one of the world's largest and most awarded health agencies. VML's global network is powered by 26,000 talented people across 60-plus markets, with principal offices in Kansas City, New York, Detroit, London, São Paulo, Shanghai, Singapore, and Sydney.
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Miami Herald
34 minutes ago
- Miami Herald
As health grants shrink, memory cafes help dementia patients and caregivers
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USA Today
an hour ago
- USA Today
Medicaid churn: How working Americans could mistakenly lose coverage under Trump tax bill
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In a June 4 interview with Fox Business, Dr. Oz challenged Medicaid recipients who would face work requirements should "prove that you matter." Oz, the Trump-appointed administrator of the Centers for Medicare & Medicaid Services, said the work requirement asks "able-bodied individuals who are able to go back to work at least try to get a job or volunteer or take care of a loved one who needs help or go back into school. Do something to show you have agency over your future." In a Fox News interview posted on the social media site X, Oz said Medicaid spending has surged 50% since 2019, a pace that is "crippling the system." However, some Republicans have pushed back on the proposed cuts. In a May opinion piece in the New York Times, Sen. Josh Hawley, R- Missouri, said "slashing health insurance for the working poor" is "morally wrong and politically suicidal." Survey: Americans worried about Medicaid cuts The public is paying attention to the proposed Medicaid cuts. Slightly more than half of adults said they're worried significant cuts in Medicaid spending would negatively affect their family's ability to obtain and afford health care, according to a KFF health tracking poll released June 6. The survey this survey of 2,539 U.S. adults was conducted online and by telephone over three weeks in May. The survey said nearly 6 in 10 adults said the Trump administration's policies would weaken Medicaid, but there is a stark divide based on party affiliation. Nine in 10 Democrats but just 2 in 10 Republicans expect the administration's policies would weaken Medicaid. Republicans also were far more likely than Democrats to say that the Trump's policies would strengthen Medicaid. Still, while the survey suggests people are tracking the news, many likely wouldn't know whether their coverage has changed until they try to get medical care. 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Newsweek
an hour ago
- Newsweek
Americans Are Suffering From 'Time Poverty'
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This is in spite of the potential deleterious impacts, not just on individuals, but on the businesses themselves. As workplace wellness experts and psychologists told Newsweek, time poverty among workers can mean lower productivity, higher rates of absenteeism or presenteeism—employees being at work but not fully functional—and increased employee turnover. "Employees that don't take time off are at risk for burnout, which is detrimental to both the employee and the business," said Dr. Chloe Carmichael, a clinical psychologist known for her work on anxiety and stress management. "The employees can also become resentful of the employer and less productive." Church added: "It's costly, plain and simple. When employees are burnt out or stressed, productivity and creativity drop. That's lost potential right there." This is indicative of the wider struggles of stress in the workplace, which several studies have linked to employees looking for opportunities elsewhere. "Burnout is a complex, multi-factorial problem, but we know for sure that chronic exposure to work-related stress, without the ability to recover, leads inevitably to mental and emotional exhaustion, detachment and decreased productivity and effectiveness," wellness expert Dr. Susan Biali Haas told Newsweek. Yasemin Besen-Cassino, a sociologist at Montclair State University, said the current climate in the U.S. labor had added to this troubling status quo, which she described as "overwork culture," with mass layoffs and broader economic uncertainty weighing on employees' minds. In addition, she told Newsweek that new technologies permitting workers to be ever-present made many feel they must contribute to work via emails or zoom calls even during off days. She added that many workers choose to use their paid time off to provide child care because of lack of affordable alternatives. "Therefore many workers are not recharging on these days, but rather performing caregiving," she told Newsweek. However, experts pointed to potential remedies—some easy, others not—that could limit the exposure to workplace stress to the benefit of employees and employers. Carmichael suggested that businesses consider mandatory time off, which would "remove the potential for internalized pressure." Author and stress researcher Rebecca Heiss said that taking vacations was far from a panacea for workplace-related stress, as despite a yoga retreat or week away employees will "ultimately will have to return to work and when we do all of those emails and projects are waiting for us and have compounded." Some pointed to the need for allotted "mental health days," as well as the willingness of businesses to invest in employee wellness programs and foster open communication with their workforces. Others advocated a wider cultural shift that would need to take place. "It's important to create a culture where taking a vacation is normalized and encouraged so that workers can fully recharge," Besen-Cassino said. "Shifting workplace culture can ensure workers can take vacations and are healthier and more productive in the long run." While employers might be reticent, Church said it is in their interest to consider the stress on their workers. "Maybe most importantly, businesses risk losing their best people," he said. "If the culture doesn't support rest and wellness, employees look for other places where their well-being is valued. "Addressing burnout and time poverty isn't just about being better employers, it's smart business."