New PSAs Aim to Help Families Identify Subtle Signs of Alzheimer's in Loved Ones
The Ad Council and Alzheimer's Association have launched new public service advertisements (PSAs) focusing on early detection of Alzheimer's disease, particularly targeting Black Americans who face twice the risk of developing the condition. The campaign, titled 'Some Things Come with Age', emphasizes identifying early warning signs that differ from normal aging.
The PSAs, created by VML, target families with members aged 55 and older, highlighting subtle symptoms and encouraging visits to 10signs.org for resources. Research shows campaign-aware individuals were three times more likely to distinguish between aging signs and Alzheimer's symptoms. The initiative receives media support from partners including LatiNation, Meta, SiriusXM Media, and The New York Times.
Statistics reveal that 19% of Black Americans aged 65+ are diagnosed with Alzheimer's compared to 10% of white Americans. The campaign builds on previous successful iterations, including award-winning Hispanic-focused content from 2023.
L'Ad Council e l'Associazione Alzheimer hanno lanciato nuove pubblicità di servizio pubblico (PSA) focalizzate sulla rilevazione precoce della malattia di Alzheimer, con un particolare focus sugli americani neri che affrontano un rischio doppio di sviluppare questa condizione. La campagna, intitolata 'Alcune cose arrivano con l'età', sottolinea l'importanza di identificare i segnali di avviso precoci che si differenziano dal normale invecchiamento.
Le PSA, create da VML, si rivolgono a famiglie con membri di età pari o superiore a 55 anni, evidenziando sintomi sottili e incoraggiando le visite a 10signs.org per ulteriori risorse. La ricerca dimostra che le persone consapevoli della campagna erano tre volte più propense a distinguere tra segni di invecchiamento e sintomi di Alzheimer. L'iniziativa riceve supporto mediatico da partner tra cui LatiNation, Meta, SiriusXM Media e The New York Times.
Le statistiche rivelano che il 19% degli americani neri di età superiore ai 65 anni è diagnosticato con Alzheimer, rispetto al 10% degli americani bianchi. La campagna si basa su precedenti iterazioni di successo, inclusi contenuti premiati focalizzati sugli ispanici nel 2023.
El Ad Council y la Asociación de Alzheimer han lanzado nuevos anuncios de servicio público (PSA) centrados en la detección temprana de la enfermedad de Alzheimer, dirigiéndose especialmente a los estadounidenses negros que enfrentan el doble de riesgo de desarrollar esta condición. La campaña, titulada 'Algunas cosas vienen con la edad', enfatiza la identificación de señales de advertencia tempranas que difieren del envejecimiento normal.
Los PSA, creados por VML, están dirigidos a familias con miembros de 55 años o más, destacando síntomas sutiles y fomentando visitas a 10signs.org para obtener recursos. La investigación muestra que las personas que conocen la campaña tienen tres veces más probabilidades de distinguir entre los signos del envejecimiento y los síntomas del Alzheimer. La iniciativa recibe apoyo mediático de socios como LatiNation, Meta, SiriusXM Media y The New York Times.
Las estadísticas revelan que el 19% de los estadounidenses negros de 65 años o más son diagnosticados con Alzheimer en comparación con el 10% de los estadounidenses blancos. La campaña se basa en iteraciones exitosas anteriores, incluidos contenidos premiados centrados en hispanos de 2023.
광고 협의회와 알츠하이머 협회는 알츠하이머병의 조기 발견에 초점을 맞춘 새로운 공공 서비스 광고(PSA)를 시작했습니다. 특히 이 질병에 걸릴 위험이 두 배인 흑인 미국인을 대상으로 하고 있습니다. '나이와 함께 오는 것들'이라는 제목의 캠페인은 정상적인 노화와 다른 조기 경고 신호를 식별하는 데 중점을 두고 있습니다.
VML이 제작한 PSA는 55세 이상의 가족 구성원을 가진 가정을 대상으로 하며, 미세한 증상을 강조하고 10signs.org를 방문하여 자원을 찾도록 권장합니다. 연구에 따르면 캠페인에 대해 알고 있는 개인은 노화의 징후와 알츠하이머 증상을 구별할 가능성이 세 배 더 높았습니다. 이 이니셔티브는 LatiNation, Meta, SiriusXM Media 및 The New York Times와 같은 파트너로부터 미디어 지원을 받습니다.
통계에 따르면 65세 이상의 흑인 미국인 중 19%가 알츠하이머로 진단되며, 이는 백인 미국인의 10%와 비교됩니다. 이 캠페인은 2023년 히스패닉 중심의 수상 경력이 있는 콘텐츠를 포함하여 이전의 성공적인 반복을 기반으로 하고 있습니다.
Le Conseil de la publicité et l'Association Alzheimer ont lancé de nouvelles annonces de service public (PSA) axées sur la détection précoce de la maladie d'Alzheimer, en ciblant particulièrement les Afro-Américains qui font face à un double risque de développer cette condition. La campagne, intitulée 'Certaines choses viennent avec l'âge', souligne l'importance d'identifier les signes d'alerte précoces qui diffèrent du vieillissement normal.
Les PSA, créés par VML, s'adressent aux familles ayant des membres âgés de 55 ans et plus, mettant en avant des symptômes subtils et encourageant les visites sur 10signs.org pour des ressources. Des recherches montrent que les personnes conscientes de la campagne étaient trois fois plus susceptibles de distinguer entre les signes de vieillissement et les symptômes d'Alzheimer. L'initiative reçoit un soutien médiatique de partenaires tels que LatiNation, Meta, SiriusXM Media et le New York Times.
Les statistiques révèlent que 19 % des Afro-Américains de 65 ans et plus sont diagnostiqués avec Alzheimer, contre 10 % des Américains blancs. La campagne s'appuie sur des itérations précédentes réussies, y compris du contenu primé axé sur les hispaniques en 2023.
Der Ad Council und die Alzheimer-Vereinigung haben neue öffentliche Dienstanzeigen (PSAs) gestartet, die sich auf die frühe Erkennung der Alzheimer-Krankheit konzentrieren, insbesondere für schwarze Amerikaner, die ein doppelt so hohes Risiko haben, diese Erkrankung zu entwickeln. Die Kampagne mit dem Titel 'Einige Dinge kommen mit dem Alter' hebt die Identifizierung von frühen Warnzeichen hervor, die sich von normalem Altern unterscheiden.
Die PSAs, die von VML erstellt wurden, richten sich an Familien mit Mitgliedern ab 55 Jahren und heben subtile Symptome hervor, während sie zu einem Besuch auf 10signs.org für Ressourcen ermutigen. Forschungen zeigen, dass kampagnenbewusste Personen dreimal wahrscheinlicher zwischen Alterszeichen und Alzheimer-Symptomen unterscheiden konnten. Die Initiative erhält Medienunterstützung von Partnern wie LatiNation, Meta, SiriusXM Media und der New York Times.
Statistiken zeigen, dass 19% der schwarzen Amerikaner ab 65 Jahren mit Alzheimer diagnostiziert werden, im Vergleich zu 10% der weißen Amerikaner. Die Kampagne baut auf früheren erfolgreichen Iterationen auf, einschließlich preisgekröntem, auf Hispanics fokussiertem Inhalt aus dem Jahr 2023.
- Campaign demonstrates measurable effectiveness with 3x better awareness results
- Previous campaign iteration won multiple awards including 2024 ANA Multicultural Excellence Awards
- Secured partnerships with major media platforms for donated advertising space
- None.
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
"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
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
VML is a WPP agency (NYSE: WPP). For more information, please visit www.vml.com, and follow along on Instagram, LinkedIn, and X #WeAreVML.
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SOURCE The Ad Council
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