From the Pasqual Maragall Foundation we present «Alzheimer's research has a name and surname», an initiative to raise awareness about Alzheimer's disease that highlights the loss of identity of people suffering from the disease as a central theme.
The new campaign reiterates the need to invest in research to stop the advance of this disease, which affects, along with other dementias, more than 900,000 people in Spain, a figure that translates to one in ten people over 65 years of age. Alzheimer's is a global health problem that could become a structural pandemic as it is detected 10 million new diagnoses a year and it is estimated that, with the ageing of the population, the number could double, in Spain in the coming decades.

The profound impact of Alzheimer's on a person's identity

The campaign has as its centerpiece a video that highlights the loss of identity experienced by people with Alzheimer's. The loss of identity manifests itself not only in memory, but also in the transformation of personality and the ability to recognize. As the disease progresses, The very essence of the person is affected, slowly deteriorating the memories, experiences and emotional connections that define them.

In the coming months, “Alzheimer’s research has a name and a surname” will evolve to include new protagonists such as the researchers working at the Pasqual Maragall Foundation.

The video is now available on the digital platforms Movistar+, Eye Q, Mediaset and Atresmedia, and can be shared via the website alzheimernombreyapellido.org.