Cure Alzheimer’s Fund has released its first-ever PSA, showing the effects Alzheimer’s can have on your loved ones. The goal is to help shed light on how an investment in a cure is an investment in all of our futures.
Titled Daughter and Mother, the new short was created pro bono by BBDO New York and directed by David Shane of O Positive. In the piece, we see a young girl serving as caregiver for her youthful mom. The stress on the youngster is palpable. At one point, the girl frantically searches for her mom who is missing from the house. The pursuit leads the youngster outside in the pouring rain where she finally finds her mom standing in the middle of the street, causing a car to stop.
Then, there is a transformation as the young girl becomes a young woman and her confused, out-of-touch mom is now elderly.
Supered messages appear on screen which read: “You wouldn’t put your daughter through this when she’s young”; “Let’s make sure it doesn’t happen when she’s older”; “Help us find a way to spare your children the devastation of Alzheimer’s.”
Cure Alzheimer’s Fund is dedicated to funding research with the highest probability of preventing, slowing or reversing Alzheimer’s disease.
