Alzheimer's Disease International (ADI)(1) Launches Worldwide Campaign to Address Growing Public Health and Social Care Emergency

London (ots/PRNewswire) -

- Immediate Action Needed to Prepare for 100 Million Cases of
Devastating Brain Disease Worldwide Expected by 2050(2)

A global call for action to address the growing public health and
social care emergency posed by Alzheimer's disease and related
dementias to current and future generations has been launched today
(World Alzheimer's Day) by Alzheimer's Disease International
(ADI).(1) The worldwide effort focuses on a new Global Alzheimer's
Disease Charter urgently calling upon all governments and
stakeholders to act now to make Alzheimer's disease and other
dementias a priority. The Charter will be released alongside an
online petition(2) along with a compelling short film distributed via
an email campaign The Global Alzheimer's Disease Charter, short film
and online petition can be viewed at http://www.globalcharter.org.(2)

To view the Multimedia News Release, please click:
http://www.prnewswire.com/mnr/alz/35047/

"With 4.6 million new cases of dementia being reported each year,
the potential impact on current and future generations is
overwhelming. There are currently 30 million people with dementia
worldwide; by 2050 it is projected that the figure will be 100
million. We are facing a public health and social care emergency,
which requires immediate attention from governments and healthcare
policy makers. No country is currently prepared to deal with a crisis
of this magnitude," said Daisy Acosta, Chairman of ADI.

Promotion of the Charter aims to increase respect for people with
dementia as members of the community and argues for appropriate
access to health and social care. The plan recognises that the role
of family carers is key and that families must be supported.

6 Principles for change(2)

The members of Alzheimer's Disease International (ADI)
representing 77 Alzheimer and dementia associations around the world
urgently call for the following six principles to be adopted to make
this devastating disease a global priority:

1. Promote awareness and understanding of the disease
2. Respect the human rights of people with the disease
3. Recognize the key role of families and carers
4. Provide access to health and social care
5. Stress the importance of optimal treatment after diagnosis
6. Take action to prevent the disease, through improvements in public
health

Alzheimer's Disease International aims to collect 10,000
signatures of support by March 2009 and is encouraging people from
all over the world to visit http://www.globalcharter.org, sign the
petition to show their support for the Charter. In addition, viewing
the specially developed 35mm short film is highly recommended for its
beautiful and compelling story.

"We are urging everyone to take a moment to participate in this
campaign as Alzheimer's disease and other dementias can affect people
of all backgrounds, classes and cultures more and more of us will see
our families and friends affected. We need our governments to sit up
and take notice! Although age related dementia is not a natural part
of aging, which is one of the common misconceptions, it is a disease
and a devastating one that affects the whole family," said Marc
Wortmann, Executive Director of ADI. "ADI is committed to gaining
support for the Charter and using it to lobby governments and NGOs to
give people with Alzheimer's disease and dementia the attention and
care that they deserve."

Dementia is a degenerative and terminal disease of the brain,
which is characterised by gradual onset and progressive impairment of
memory and other cognitive functions Alzheimer's disease is the most
common form of dementia.(1)

ADI is the international federation of 77 Alzheimer associations
around the world in official relations with the World Health
Organization.(1)

The Global Alzheimer's Disease Charter has been developed by ADI
and the viral campaign was supported by Novartis.

LONDON, September 22 /PRNewswire/ --

References

(1). Alzheimer's Disease International http://www.alz.co.uk/.
(2). Global Alzheimer's Disease Charter www.globalcharter.org
Web: http://www.alz.co.uk/

ots Originaltext: Alzheimer's Disease International
Im Internet recherchierbar: http://www.presseportal.de

Contact:
For further information on the Global Alzheimer's Disease Charter,
petition and film campaign, please contact: Marc Wortmann, Executive
Director, Alzheimer's Disease International, 64 Great Suffolk Street,
London, SE1 0BL, Tel: +44-20-7981-0880, Fax: +44-20-7928-2357, Email:
mailto:m.wortmann@alz.co.uk