New Mexico has teamed up with the Alzheimer’s Association in a groundbreaking pilot initiative in the United States to spread awareness about Alzheimer’s disease, which affects millions nationwide, impacting not just patients but also families and friends who often provide essential unpaid care.
This collaborative effort, in development for a year, was launched recently, encompassing billboards, digital advertisements, and social media outreach. Its announcement followed reports confirming the death of actor Gene Hackman in Santa Fe due to heart disease compounded by Alzheimer’s complications.
Much like many Alzheimer’s sufferers, Hackman spent his final years at home. His primary caregiver was his wife, Betsy Arakawa, who tragically succumbed to hantavirus, a rare rodent-borne illness. Experts suggest that Hackman, in the advanced stages of Alzheimer’s, faced challenges in seeking help.
The aim of this partnership is to initiate dialogue within families and enhance public understanding of Alzheimer’s symptoms and treatment options. Additionally, it seeks to highlight available support services for caregivers, as stated by Joey Long, representing the New Mexico Aging and Long-Term Services Department. “This campaign is about starting these important conversations and recognizing potential symptoms,” Long emphasized.
According to the CDC, over 7 million Americans are living with Alzheimer’s, which ranks as the seventh leading cause of death. In New Mexico alone, approximately 46,000 people are affected, with another 67,000 family members providing in-home care over the past year.
Statistics from the Alzheimer’s Association reveal that Alzheimer’s claims more lives in the U.S. than breast and prostate cancers combined. The association is deeply involved in funding research across numerous countries.
A significant obstacle in addressing the disease is that only about half of those affected receive a formal diagnosis, noted Jim Herlihy from the association’s Rocky Mountain region. The situation is more acute in communities of color. Neurologists point out that the disease can take two decades to develop fully before a diagnosis is possible, a progression Herlihy describes as painstakingly slow.
“Many view Alzheimer’s as merely an ailment of the elderly or as something distant until it directly affects them,” Herlihy remarked. “Without an experience of seeing a loved one’s decline or taking on a caregiving role, its full impact often goes unseen.”
The Alzheimer’s Association released a detailed report last year underscoring the need for families to strategize care plans, a complex process involving social services, medications, and specialists.
The simplicity of the campaign’s imagery, such as a road caution sign reading “Honey, you’ve been confused,” is intentional, urging dialogues and directing individuals to a website equipped with a hotline for guidance.
New Mexico is proactively addressing the needs of its aging population by planning community forums in rural areas with high incidences of Alzheimer’s, aiming to spread pivotal information and preparedness.
Hopes are high within the Alzheimer’s Association for this initiative to serve as a template, encouraging similar campaigns in other states to replicate its awareness and educational efforts.
