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California ​Launches New Campaign to Take on Alzheimer’s

March 7, 2024

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Campaign will promote facts and conversations to reduce risks, spot signs, and make choices 

​What You Need​​ to Know: The California Department of Public Health has launched the Take on Alzheimer’s campaign to promote facts and choices about Alzheimer’s disease and related dementias to encourage education, awareness, and conversations with loved ones and health care providers. 

​Sacramento – Today, the California Department of Public Health (CDPH) launched the Take on Alzheimer’s​ campaign, an education and awareness campaign aimed toward all Californians to promote healthy brains, knowledge about the difference between aging and dementia, and improve conversations with loved ones and health care providers. ​   

“With more people living longer lives, the number of Californians living with Alzheimer’s Disease and Related Dementias (ADRDs) is projected to double over the next 20 years, even as the percent of older adults with dementia declines,” said CDPH Director and State Public Health Officer, Dr. Tomás J. Aragón. “This campaign will empower our diverse communities to support brain health, better understand and the difference between signs of aging and symptoms of dementia, and encourage individuals to have important conversations with their loved ones and health care providers.” 

Why This Matters​​​​: Many Californians avoid seeking help for Alzheimer’s due to unawareness, fear, and stigma. Take On Alzheimer’s will counter hesitation and delays by increasing education and encouraging conversations across all communities. It educates diverse communities about signs, risk factors, and ways to promote brain health.

Why Californians Should Care: The primary risk factor for Alzheimer’s is age, and California is home to more adults aged 65 and older than any other state. While the majority of older adults will never experience dementia, 11% of the nation’s Alzheimer’s cases reside in California and that number is projected to double between 2019 and 2040, highlighting the need for awareness, education, and preparation. Declining rates of dementia, and emerging treatments, provide hope. 

“California’s Master Plan for Aging has included ‘Dementia in Focus’ as part of Goal Two: Health Reimagined since its launch in 2021. It’s critical to build dementia expertise into programs and services supporting our state’s increasingly diverse older adult population, including family caregivers and our workforce,” said Susan DeMarois, Director of the California Departm​ent of Aging. “Widespread prevention, screening and detection will enable more families to make important social, medical, financial, and personal decisions and we want our aging network to be well equipped to meet their needs.” 

Women are especially impacted by the disease, making up nearly two​-thirds (PDF, 2.6MB) ​of diagnosed Americans. Other disproportionately impacted groups include older Black Americans, who are two times more likely to develop the disease, and Latinos, who are one-and-a-half times more likely to develop Alzheimer’s than white older adults. California is one of the most diverse states in the nation, with six counties ranking in the top 20 most racially and ethnically diverse counties in the nation, further emphasizing the need for continued ADRD prevention efforts. 

The Take on Alzheimer’s Campaign Will: 

  • Reach diverse communities like those mentioned above through multilingual and multicultural advertising, partnerships with community-based organizations and engaging trusted ethnic media journalists.  

  • Educate these communities about brain health, the signs of aging, and the symptoms of ADRD to be able to make a positive difference for them and their loved ones when it comes to fostering brain health and benefiting from early detection and diagnosis. 

  • Start a conversation. Honest and empathetic conversations with friends, loved ones or a healthcare provider can be critical to improving outcomes and combating fear and stigma associated with ADRD. 

  • Steer the community to learn more at to understand ways they can help reduce their risk and take charge of their brain health before or after an ADRD diagnosis. 

Bigger Picture: Take on Alzheimer’s is the latest effort by the state to support those affected by ADRDs. In 2019, Governor Newsom created the Task Force on Alzheimer’s Disease Prevention, Preparedness and the Path Forward. Led by Maria Shriver, Former First Lady of California and a longtime advocate for women and people living with Alzheimer’s, the task force prepared the Recommendations for Alzheimer’s Prevention, Preparedness, and the Path Forward (PDF, 2.3MB), a roadmap for California to continue to address Alzheimer’s disease prevention. Since that time, the Governor and state legislature have made funding available for CDPH and the Alzheimer’s Disease Program, in turn supporting things like the California Healthy Brain Initiative, California Alzheimer’s Disease Centers, and various program research grants. 

Campaign Mat​erials  


All of the above assets and more can be found in the Take on Alzheimer’s Media & Outreach Toolkit. 

To learn more and to understand ways to reduce risk, support others, and take charge of brain health, visit ​

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