Allergan, a global biopharmaceutical company, has introduced a new awareness initiative for Alzheimer’s Disease with ‘Hold on to Hope,’ a video that calls on caregivers to rediscover hope and urgency, while also portraying the brutal, irreversible and destructive symptoms associated with the disease.

In the video by agency Mission, an older man is in a room with light bulbs extended just beyond his reach. As he holds up his hand to the lights, they break as a voice over says: “Alzheimer’s is a thief. It steals memories…but every day is a chance to fight for light…with Alzheimer’s, hope is found in the smallest of moments.” At the end, the spot encourages people to go to the Learn About Alz website to learn more.

A recent study from UCLA predicts that the population of Americans with Alzheimer’s disease will more than double by 2060 and that there are roughly 47 million people in the US today who have some evidence of preclinical Alzheimer’s. In 2017, there were 3.65 million cases of clinical Alzheimer’s in the United States. It is the sixth leading cause of death in the United States, according to the Centers for Disease Control.

Those with Alzheimer’s are dependent on their caregivers, and as the number of people with Alzheimer’s rises so does that of those who care for them. The role of an Alzheimer’s caregiver is exceptionally demanding and stressful. Allergan, no stranger to the depths of the disease, is raising awareness with its new video and initiative.

'Hold On To Hope' changes the narrative around Alzheimer’s disease by showing an understanding for the commitment of caregivers, while providing encouragement in a space where they often feel like giving up.

Allergan hopes to spark a plan for action for those connected to Alzheimer’s by emphasizing that although there is no cure to Alzheimer’s disease, there are treatment options available right now.

“The burden that Alzheimer’s places on caregivers is a heavy one,” said William Kane, senior vice president marketing, US General Medicine at Allergan. “Everyone knows about the impact Alzheimer's has on patients, but every day nearly 15 million caregivers are also under vast stress. Allergan has a long-standing commitment to caregivers, and with 'Hold on to Hope' we want to help them feel supported throughout each stage of the disease."