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 -- 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.
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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