In a collaborative endeavor to enhance awareness about Alzheimer’s disease, New Mexico has joined forces with the Alzheimer’s Association, rolling out a pilot initiative in the United States. This campaign is dedicated to educating the public on a condition affecting millions nationwide, along with the countless family members and friends who provide unpaid caregiving hours.
Launched after a year’s preparation, the campaign features various media including billboards, digital advertisements, and social media posts. Its introduction coincided with the recent confirmation of the death of actor Gene Hackman. Hackman passed away at his residence in Santa Fe, suffering from heart disease complicated by Alzheimer’s. Notably, like many others with dementia, Hackman lived at home. Tragically, his wife and caregiver, Betsy Arakawa, succumbed to hantavirus, a rare disease spread by rodents, leaving Hackman without the necessary assistance.
The primary aim of the collaboration between the state and the Alzheimer’s Association is to facilitate family discussions and public education regarding the warning signs and available treatments for Alzheimer’s. Additionally, it focuses on promoting the support services accessible to family members and caregivers.
Joey Long, representing the state’s Aging and Long-Term Services Department, highlighted the campaign’s intention to stimulate dialogue and encourage proactive measures, addressing instances of confusion that could signal the onset of Alzheimer’s. It is part of a broader initiative to inform the public about a disease that, according to the Centers for Disease Control and Prevention, affects over 7 million individuals in the U.S. Alzheimer’s is the nation’s seventh-leading cause of death. In New Mexico alone, it is estimated that 46,000 people suffer from Alzheimer’s, with approximately 67,000 family members providing care in their homes over the past year.
Statistics shared by the Alzheimer’s Association reveal that the disease claims more lives in the U.S. than breast and prostate cancer combined. The challenge remains, however, as only about half of those living with the disease receive a diagnosis, with an even lower detection rate in communities of color. Jim Herlihy, a spokesperson for the association’s Rocky Mountain region, noted that the disease can take up to 20 years to develop in the brain before it becomes identifiable. Herlihy stressed that the disease is often misconceived as only affecting elderly individuals or others, contributing to a lack of realization about its seriousness unless personally encountered.
The Alzheimer’s Association released a special report last year, emphasizing the importance of families creating a care plan, acknowledging the intricacies involving social services, medication management, and specialist consultations.
The ads rolled out under the campaign are intentionally simple, featuring image prompts such as a road caution sign stating, “Honey, you’ve been confused.” These messages encourage conversation and direct people to a website providing a hotline for guidance.
With a significant portion of New Mexico’s population entering old age, officials are compelled to develop strategies to educate residents about Alzheimer’s. In addition to the awareness campaign, the state plans to conduct community forums in the spring, particularly in rural areas with high disease rates. The Alzheimer’s Association hopes this campaign model will extend to other states in the future.