Eli Lilly has launched a multi-year, multi-channel, global campaign, ‘Brain Health Matters’, urging people to focus on their brain health to help lower their risk of dementia from Alzheimer’s disease and other conditions.
Almost two-thirds of people diagnosed with Alzheimer’s disease are women, and actress, author, and advocate Julianne Moore is drawing on her experience playing the title role in the film Still Alice, along with her advocacy work, to partner with Lilly in the US to raise campaign awareness.
Moore hopes the campaign will encourage people to talk to their doctors about their dementia risk, be more active in getting annual cognitive assessments and focus on incorporating lifelong brain health habits into their everyday lives.
Moore said: “One of the things that has stayed with me from my conversations with people living with Alzheimer’s disease is that taking responsibility for one’s brain health is essential for protecting our freedom to do the things that make life meaningful.
“Brain health is something we don’t talk about often enough [yet] I’ve seen how much proactive care matters in helping us keep doing what we love. That’s why I’m encouraging everyone to prioritise their brain health through regular conversations with their doctors.”
There is a growing need for more information about Alzheimer’s, with nearly 80% of Americans wanting “to know if they have Alzheimer’s disease before symptoms interfere with daily activities”.
Anne E. White, executive vice president and president of Lilly Neuroscience said: “As our population ages and we see the positive impact of earlier intervention in symptomatic Alzheimer’s disease, it is becoming critical that we assess brain health regularly.
“This campaign is about getting more people to talk about brain health and prioritise it along with other aspects of routine healthcare. By having early and regular conversations with each other and our healthcare providers, we can take real steps to stay ahead of Alzheimer’s disease and reduce the stigma around this disease.”
It is estimated that 13.8 million people over the age of 65 will have Alzheimer’s dementia by 2060, highlighting the importance for people to support their brain health through increased awareness and early action.
To learn more, visit BrainHealthMatters.com.