Chicago, IL–(HISPANIC PR WIRE)–January 18, 2005–The Alzheimer’s Association today announced the launch of its first-ever Spanish-language radio and print PSAs as a call to action for Latinos – particularly the almost 8 million Hispanic baby boomers – to take steps now to reduce their risks of developing Alzheimer’s disease. As the newest element of the Association’s ongoing Maintain Your Brain(TM) consumer education effort, “Síntomas” includes radio and print public service announcements exclusively in Spanish.
According to a recent report by the Alzheimer’s Association, dementia is a looming but unrecognized public health crisis in U.S. Latino communities. During the first half of the 21st century, the number of Hispanic elders suffering from Alzheimer’s and related dementias could increase more than six-fold. Research suggests that Latinos may be at greater risk to develop dementia than other ethnic or racial groups due to the prevalence of known and suspected risk factors, such as diabetes and vascular disease, in the population.
“The Alzheimer’s Association has created these PSAs as a call to action to Latinos to take simple steps in four areas – social activity, mental activity, diet and exercise – to help maintain brain health,” said Sheldon Goldberg, president of the Alzheimer’s Association. “Prevention is critical. At current rates of diagnosis, by 2050 the number of Hispanics with Alzheimer’s will soar to as many as 1.3 million.”
“In the Latino culture, senile dementia is considered a normal part of aging,” said Pablo Izquierdo, vice president of Elevación, the agency who created the Spanish PSAs on behalf of the Association. “The síntomas PSAs were designed to challenge that notion and to present a viable prevention message that educates and offers hope.”
To view or listen to the “Síntomas” PSAs, please visit the Alzheimer’s Association Web site at: http://www.alz.org/Media/resources/MYBcampaign.asp.
About The Alzheimer’s Association
The Alzheimer’s Association is the world leader in Alzheimer research and support. Having awarded more than $165 million to nearly 1,400 projects, the Alzheimer’s Association is the largest private funder of Alzheimer research. To sustain the rapid progress, the Association calls for $1 billion in annual federal funding for Alzheimer research. For more information about Alzheimer’s disease, visit http://www.alz.org or call 800-272-3900.