Over 5 million people suffer from Alzheimer’s disease, a progressive medical
condition impacting memory, cognition, and behavior. In 2005, HumanCare
launched the Aricept “Real Stories” campaign, which targets caregivers of
Alzheimer’s sufferers. It sensitively portrays symptoms of Alzheimer’s to help
caregivers recognize the illness and seek the help their loved one needs. This
empathetic, powerful campaign acknowledges that Alzheimer’s is an all-family
illness and highlights Aricept’s ability to help keep loved ones more like
themselves longer. The campaign is integrated across the web and other brand
communications. Aricept continues to be the most prescribed Alzheimer’s
medication.