Lilly has launched a new awareness campaign in the US, focusing on dementia, and named A-list actress Julianne Moore to front it.
Called Brain Health Matters, the global campaign is encouraging people to take charge of their brain health and lower their risk of dementia from conditions like Alzheimer’s disease, running on US television, digital, and audio platforms starting this month and backed up by a supporting website.
More than a decade ago, Moore won critical acclaim for her sensitive portrayal of Alice Howland, a linguistics professor at Columbia University who is diagnosed with familial Alzheimer’s disease at age 50 in the movie Still Alice.
Now, she is drawing on her experience in that role as well as advocacy across a range of issues, including gun violence prevention and support of survivors of sexual assault, to encourage people to be aware of the early signs of failing brain function.
While she had no personal experience of dementia among family or friends, Moore carried out extensive research into Alzheimer’s in preparation for Still Alice, which won her an Oscar for Best Actress as well as a BAFTA in the UK.
“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,” said Moore, who aims to empower individuals to talk with their doctors about dementia risk and encourage annual cognitive assessments and lifelong brain health habits.
“I’ve seen how much proactive care matters in helping us keep doing what we love,” she added. “That’s why I’m encouraging everyone to prioritise their brain health through regular conversations with their doctors.”
According to Lilly, nearly four in five Americans say they would want to know if they have Alzheimer’s disease before symptoms interfere with daily activities, while research indicates that earlier detection and accurate diagnosis contribute to better care for patients.
Meanwhile, with a new generation of drugs for Alzheimer’s disease reaching the market that can slow down cognitive decline – including Lilly’s anti-amyloid therapy Kisunla (donanemab) and Eisai/Biogen’s rival Leqembi (lecanemab) – there is added impetus for people at risk of developing Alzheimer’s to get a diagnosis as early as possible.
The number of people aged 65 and older with Alzheimer’s dementia is projected to reach 13.8 million by 2060, according to the Alzheimer’s Association.
“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,” said Anne White, president of Lilly Neuroscience.
“This campaign is about getting more people to talk about brain health and prioritise it along with other aspects of routine healthcare.”