Alzheimer's Association Launches "Think Ahead" Public Service Announcements As Newest Element of the Maintain Your Brain Consumer Education Campaign

WASHINGTON - The Alzheimer's Association and Porter Novelli today announced the launch of a new series of PSAs themed "Think Ahead," encouraging Americans to help reduce their risk for Alzheimer's disease. The new print, radio and television PSAs are the latest element of the Association's Maintain Your Brain consumer education campaign, which was launched in February 2004. The ads were developed by Porter Novelli's PN2 team and health and social marketing practice in Washington D.C., working in cooperation with the national office of the Alzheimer's Association.

The new "Think Ahead" PSAs issue a call to action to Americans to take simple steps in four lifestyle areas - social activity, mental activity, diet and exercise - to increase awareness among America's 77 million baby boomers that they can take steps now that may reduce their risk of developing Alzheimer's disease.

"Think Ahead" includes television and radio spots narrated by actor Peter Gallagher of Fox's hit television show "The OC," as well as newspaper and magazine ads. Other elements of the Maintain Your Brain campaign include a new "how-to" brochure, list of "Ten Ways to Maintain Your Brain" and a Maintain Your Brain workshop available across the country through the Association's local chapters.

"My mother lived with Alzheimer's Disease for over 15 years. I am honored to offer a message of hope and prevention to all those afflicted by this heartbreaking disease and to the people who love them," said Gallagher.

In addition to the general market "Think Ahead" PSAs, Porter Novelli worked with the Alzheimer's Association and Elevación, an award winning Hispanic and general market advertising agency, to develop radio and print PSAs for the Hispanic market.

More than 4.5 million Americans are currently suffering from Alzheimer's disease and those numbers are expected to grow significantly as baby boomers age. A recent survey conducted on behalf of the Alzheimer's Association found that brain and memory health ranked third as Americans' greatest health worry as they age - following heart disease and cancer. Yet only half of those surveyed said they were actually taking steps to maintain brain health.

"The Alzheimer's Association has long been a leader in both research and advocacy for people with Alzheimer's disease, their families and caregivers. 'Think Ahead' was designed to draw attention to their critical work in the prevention of this disease and deliver very consumer-friendly messages and public health advice at the same time," said Jim Kingsley, Executive Creative Director, Porter Novelli/PN2.

The campaign's creative credits include: Executive Creative Director: Jim Kingsley; Managing Creative Director/Writer: Liz FitzGerald; Creative Director: Allyson Hummel; Agency Producer: Dana Cole; TV Production Company: Zooma Zooma; TV Director: Sasha Levinson; Music: Robert Miller; Voice Over: Peter Gallagher; Alzheimer's Association Director of Marketing: Arnie Cohen.

To view or listen to the "Think Ahead" PSAs, please visit the Alzheimer's Association Web site at: http://www.alz.org/Media/resources/MYBcampaign.asp.

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 (www.alz.org) or call 800-272-3900.

About Porter Novelli [www.porternovelli.com]
Porter Novelli is one of the world's ten largest public relations firms, with owned and affiliated companies in all major markets and on all continents. Porter Novelli was founded in Washington, D.C., in 1972. Today, with an approach to public relations grounded in marketing and corporate communications disciplines, Porter Novelli serves clients through its 94 offices in 54 countries. Porter Novelli is a wholly owned subsidiary of Omnicom Group Inc (OMC), a leading global marketing and corporate communications company. Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.