美女免费一级视频在线观看

A recently-released spot from the Ad Council spans decades of time and manages to tell a complex family story — complete with a look at the pain caused by Alzheimer’s disease — in a minute. 

In the short film, the protagonist, Derrick, grows up as a child helping his mother set the table. Then, viewers see his reaction as an adult when she forgets the words “sweet potatoes” and replaces sugar with salt in her homemade pie. 

While Derrick initially brushes these off as merely part of the aging process, his sister encourages him to consider whether they may be early signs of Alzheimer’s. 

Viewers are then directed to 10signs.org to learn more about distinguishing between typical age-related changes and those caused by Alzheimer’s or other forms of dementia. 

The work was created by the Ad Council in partnership with the Alzheimer’s Association and VML, which created and produced the creative pro bono. 

It is the latest addition to the award-winning Some Things Come with Age creative effort — which launched in the summer of 2023. 

The first PSAs released after the launch were in both English and Spanish and targeted Hispanic Americans, while the latest effort is focused on Black Americans. 

Along with a longer, three-minute version of the film, there are shorter cuts and the campaign also includes print ads, digital banners and other elements. 

The PSAs will appear with donated media with initial committed support from LatiNation, Meta, SiriusXM Media, The New York Times and UrbanMD TV. 

Heidi Arthur, the Ad Council’s chief campaign development officer, says the organization has been working with the Alzheimer’s Association for quite some time to create a campaign to help with early diagnosis and detection. 

“With messaging like this, it’s always important for us to understand cultural nuances,” she shares. 

Given how data-driven the Ad Council is, she notes it looked at statistics, particularly among the Hispanic community, prior to the launch of Some Things Come with Age. The findings subsequently informed the strategic approach. 

“We didn’t see the needle moving as quickly in terms of people having conversations about Alzheimer’s warning signs,” she points out.

The narrative shift to the risks facing Black Americans is based on research that found those aged 65 and older are nearly twice as likely to develop Alzheimer’s or other dementias, compared to their white counterparts. 

Arthur says the initial PSAs centered on a universal insight, but adds there are certain factors that hinder the way families address these warning signs. 

“What is the cultural nuance here that makes this resonate even more strongly with Black adults and their families?” she asks. “That’s where the new work came from.”

For Alzheimer’s patients and their families, the current cultural moment is bittersweet. 

On the one hand, there is optimism when it comes to the development of effective treatments — especially FDA-approved products developed by Eli Lilly and Biogen. 

On the other hand, there are an estimated 7 million Americans living with Alzheimer’s and that number is projected to rise to nearly 13 million by 2050. 

With that duality in mind, the Ad Council sought to determine what role it could play from a messaging perspective. 

Arthur says the Ad Council angled to do something meaningful in this space but needed a specific impact and outcome to achieve. 

“Early detection can make a difference across a number of fronts,” she says. “One, you may be eligible for a clinical trial and it’s an exciting moment because there is more being done to identify new treatments and therapies that can actually change the trajectory of the disease for people. Plus the earlier it’s diagnosed, the more a person can have agency in their own planning.”

Wherever people encounter the campaign, Arthur hopes they take away a similar message from the spot and then explore the accompanying website. In the face of a lethal, memory-robbing disease, the organization wants people to feel empowered, hopeful and that they have the knowledge needed for an effective care plan. 

“It’s about breaking down the fear and making people understand that there’s something that they can do, giving them the confidence to do it and providing the right resources to help them through a hard situation,” she says.