Brain Awareness Week

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Protecting memories is something every British Columbian should take personally. That’s the message in the new Alzheimer Society of B.C. public service announcement that launched this week to mark Brain Awareness Week. Even the production story behind the spot hits close to home with numerous employees involved in this pro-bono production having a personal connection to the disease. The spot can be seen at www.protectmemories.ca.

“This video illustrates what dementia is, a degenerative brain disease, and what it does to our cherished memories,” explains Jean Blake, CEO, Alzheimer Society of B.C. “The disease becomes a very personal experience not just for the person living with dementia but for their families and friends as well, the people who were an important part of those memories.”

“This cause has an important place in the heart of our company because it has hit home for so many of us,” says Ian Grais, Partner, Rethink Communications “We see it with others we work with, which is why we were able to get so many production companies involved in donating their services as well. A lot of people are affected and a lot of people see a need to do more.”

One in four Canadians has someone in their family with Alzheimer’s disease. Every five minutes a Canadian is diagnosed with dementia.

Prevalence of the disease is rapidly increasing and yet the cause is still unknown and there is currently no cure. The Alzheimer Society of B.C. believes that to turn the rising tide of dementia in B.C. more needs to be done to raise awareness and fund research.

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