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Eli Lilly is promoting its Alzheimer’s medication Kisunla with a national ad campaign centered on hope for treating the disease as well as the importance of early detection and screening.

Lilly’s Light Up Tomorrow campaign rolled out earlier this week and features a real-life Alzheimer’s patient, Pat, as the spot’s protagonist.

Pat and her family willingly shared their personal experiences in a bid to empower people to take action regarding memory and thinking issues.

In the 75-second spot, Pat discusses how she acknowledged her worsening memory issues and sought out a screening for early Alzheimer’s disease before her doctor prescribed Kisunla.

“With getting the early diagnosis and treatment, I’m doing all I can,” she says. “And now with Kisunla, I see a glimmer of hope.”

The spot, which also prominently utilizes a cover of “Here Comes the Sun” by The Beatles, manages to balance a message of hope with the somber nature of Alzheimer’s.

The memory-robbing disease affects an estimated 7 million Americans and has no cure.

Lilly’s Kisunla, along with Biogen/Eisai’s Leqembi, are the two FDA-approved options for treating adults with early symptomatic Alzheimer’s disease.

With Light Up Tomorrow, Lilly is aiming to reduce stigma and encourage proactive conversations around Alzheimer’s without trivializing the disease.

The campaign — which was crafted by 2025 MM+M Agency 100 honoree Area 23 — is being launched across TV, digital channels and social media.

Laura Steele, SVP of Lilly’s neuroscience unit, said the campaign’s focus is on geo-targeted areas that have strong diagnostic and care pathways for Alzheimer’s patients.

Going forward, key metrics Lilly will be evaluating are increased awareness for Alzheimer’s, more early screenings and diagnoses as well as the number of patients starting amyloid-targeting therapy (ATT) therapy.

Additionally, Steele said the campaign’s core message is that early detection of memory and thinking issues is critical, especially since they open up treatment options that can slow disease progression.

“The hope comes through with the question, ‘How do you drive awareness of early detection? How do you talk about memory and thinking issues again, getting over that stigma?’” she asked. “When you do that, there’s hope because there could be a path to assessment, potentially diagnosis, and then, if you’re an appropriate patient, possible treatment that can help slow the progression of the disease.”

Given the competition that exists in the ascendant Alzheimer’s treatment market, Steele said Lilly is seeking to use the ad as a way to position Kisunla to maximize its value proposition as a differentiated treatment option.

Late last month, a Phase 3 study of Kisunla indicated that the treatment shows growing benefit in slowing neurocognitive decline over three years to patients with early symptomatic cases of disease.

She pointed to the treatment’s once-monthly dosing and the potential to stop ATT therapy after a set period, which may appeal to patients.

The campaign launch also comes a few months after the pharma giant expanded its care offerings on its direct-to-consumer platform LillyDirect by offering connections to independent in-person and telehealth options for those living with Alzheimer’s disease. 

The aim of this expansion of LillyDirect is to encourage and facilitate timely diagnosis of Alzheimer’s, a feat which is often not achieved through the current system. 

Steele reiterated Lilly’s decades-long commitment to treating Alzheimer’s and uplifting the patient and caregiver populations most impacted by the disease.

She said Lilly plans to continue evolving this campaign to keep the message of hope and early action alive.

“At any age, brain health matters,” Steele said. “The message that I want everyone to hear is that early detection matters.”

Related: Why Eli Lilly is bullish on its oral GLP-1 after Phase 3 success

Related: Portraying an Alzheimer’s patient won Julianne Moore an Oscar. Now, she leads Lilly’s brain health push.