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Pfizer launches Alzheimer's campaign

Pfizer is partnering with the US Alzheimer's Association on a new campaign to reach 10m Americans potentially at risk of Alzheimer's disease

Pfizer is partnering with the Alzheimer's Association on a new awareness campaign designed to reach the 10m American baby boomers who are potentially at risk of Alzheimer's disease.

The campaign, called "It's Time to Face Alzheimer's" encourages consumers to share photos and stories related to the disease on www.TimeToFaceAlz.org

The site will showcase the submitted photos and stories through an interactive Faces of Alzheimer's mosaic in an effort to show the actual people who suffer from Alzheimer's or whose lives have been somehow touched by the disease. Stories are searchable by first name and state.

The campaign will also raise awareness through a featured float, called "The Boomer Express" in the 122nd Tournament of Roses Parade on New Year's Day, which this year is themed "Building Dreams, Friendships & Memories." The float is a 55-foot long train that will ring its bell every 70 seconds to show how often someone in America develops Alzheimer's disease. Called Locomotive No. 1946 in honour of the year the first baby boomers were born, the train will carry a group of people whose lives have been in some way affected by the disease.

In addition, local events around the country will allow people to share their stories about how the disease has affected their lives and to have their pictures taken to become part of the mosaic.

The website carries the Pfizer logo and a link to the Pfizer corporate site but is unbranded with drug names. Pfizer markets Aricept (donepezil) for the disease and has a number of Alzheimer's drugs in its pipeline. A highly anticipated late-stage drug the company was developing with Medivation was a surprising failure in phase III study results released in March.

"As the first wave of baby boomers begins to turn 65 next year, the Alzheimer public health epidemic is no longer emerging, it is here," Harry Johns, Alzheimer's Association president and CEO, said in a statement announcing the awareness initiative. "The nation is facing a crisis with an estimated one in eight boomers at risk for Alzheimer's."

About 5.3m Americans already have Alzheimer's disease, and that number is expected to grow to 7.7m over the next 20 years.

7th December 2010

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