The Ad Council and the Alzheimer’s Association (AA) have unveiled a poignant new slogan, “Some Things Come with Age,” designed to shed light on the impact of Alzheimer’s disease within the Hispanic community. The campaign aims to dispel the misconception that memory lapses are an inherent part of aging, emphasizing that while some memory slips might be normal, they could also be early indicators of a more serious condition.
Crafted and generously provided by Lopez Negrete Communications, this altruistic campaign seeks to empower Hispanic caregivers to recognize potential signs of Alzheimer’s Disease (AD) and various forms of dementia in their loved ones.
This initiative will unfold as a series of public service announcements, broadcasting across the United States in both Spanish and English across TV, radio, and digital platforms. Notably, the campaign not only focuses on pinpointing potential dementia symptoms, such as persistent short-term memory loss and behavioral changes but also aims to celebrate the positive aspects of aging, an intention jointly conveyed by the Ad Council and AA in a recent release.
The campaign’s spotlight on the Hispanic community is rooted in multiple layers of significance. Firstly, statistics from the CDC indicate that Latinos enjoy a longer life expectancy compared to many other ethnicities. Additionally, this group is swiftly emerging as the country’s fastest-growing demographic of older adults. Given that Alzheimer’s predominantly affects the elderly population, the vulnerability of the Hispanic community to this disease is pronounced. This susceptibility is not solely due to their advanced age; recent insights from the Alzheimer’s Association underscore that Latinos are 1.5 times more predisposed to developing Alzheimer’s in comparison to non-Hispanic whites.
“Due to overlapping systemic and cultural barriers that make access to diagnosis more challenging than for non-Hispanic Whites, early signs of cognitive change typically go unnoticed or undiscussed in Hispanic families, and too often a diagnosis happens only in a moment of crisis and/or emergency. With this new campaign, we aim to educate individuals, especially in Hispanic communities, to recognize changes in their loved ones’ behavior that could be Alzheimer’s and empower them to have a conversation.”
– Ad Council and the AA.
The “Some Things Come with Age” campaign seeks to redress this imbalance and raise awareness.
“We know that for many families, it can be difficult to distinguish between early signs of Alzheimer’s and normal signs of aging.”
– Heidi Arthur, chief campaign development officer at the Ad Council
This initiative follows in the wake of Eisai’s introduction of Leqembi, a new Alzheimer’s drug, in recent months. However, it’s important to note that the pharmaceutical company has no direct affiliation with this awareness campaign.
By tackling the prevalent misconceptions surrounding memory loss and aging, the Ad Council and the Alzheimer’s Association endeavor to pave the way for a more informed, proactive approach to Alzheimer’s detection and support within the Hispanic community.
