Eli Lilly and Company has launched a new global campaign called “Brain Health Matters,” which encourages people to take proactive steps in managing their brain health and reducing the risk of dementia, including Alzheimer’s disease. This long-term initiative will use multiple communication channels and is backed by the company’s 35 years of neuroscience research. The goal is to make brain health a regular part of wellness conversations between individuals and healthcare providers. Lilly hopes to elevate brain health to the same level of importance as heart health or diabetes management in long-term care planning.
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To build awareness and drive meaningful change, Lilly has teamed up with actress and Alzheimer’s advocate Julianne Moore, particularly in the United States. Moore, widely recognized for her Oscar-winning performance in “Still Alice” and her advocacy work, brings both personal insight and public influence to the campaign. She is encouraging more people—especially women, who represent nearly two-thirds of all Alzheimer’s diagnoses—to discuss cognitive health with their doctors. She believes regular checkups and everyday healthy habits can play a big role in protecting brain function over time. Her involvement aims to reduce the stigma often associated with dementia and make it easier for people to seek help early.
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Anne E. White, who serves as Executive Vice President and President of Lilly Neuroscience, shared that the campaign comes at a crucial time when early detection is proving essential in managing Alzheimer’s disease. She said that brain health should be considered just as routine as checking blood pressure or cholesterol. Regular discussions with healthcare providers can lead to earlier detection, which could potentially slow disease progression and improve quality of life. White added that Julianne Moore’s connection to the topic and her ability to communicate with compassion and authenticity make her an ideal partner for this campaign.
Research indicates that Alzheimer’s disease can begin quietly, sometimes as early as two decades before symptoms are visible. The buildup of amyloid plaques in the brain can start in a person’s 40s, making early awareness and action critical. While some risk factors are out of our control, many can be managed through lifestyle adjustments such as healthy eating, quality sleep, regular physical activity, social engagement, and managing chronic illnesses. Developing a personal brain health plan in consultation with a healthcare provider can make a real difference. Early screening and increased awareness are shown to improve outcomes for those eventually diagnosed.
Julianne Moore noted that brain health is something many people overlook until there is a problem. After speaking with families affected by Alzheimer’s, she saw firsthand how early intervention and care planning can preserve quality of life. She stressed that maintaining brain health helps people continue enjoying the things they love—whether it’s work, hobbies, or spending time with loved ones. That’s why she encourages everyone to start with a simple conversation with their doctor. The “Brain Health Matters” campaign, launched during World Alzheimer’s Month, includes television and digital ads, a dedicated website, in-person events, and social media content. Lilly also plans to expand the campaign to other countries soon, sharing its message of proactive cognitive care globally.
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