New 'Out of Place' PSAs Launch on World Alzheimer's Day to Help Families Recognize Early Warning Signs of Alzheimer's

The Ad Council and the Alzheimer's Association launch newest creative for the Alzheimer's Awareness campaign, helping loved ones identify signs that may be more than normal aging

NEW YORK, Sept. 21, 2026 /PRNewswire/ -- Today, the Alzheimer's Association and the Ad Council launched new public service advertisements (PSAs) to help people recognize the early signs of Alzheimer's disease and other dementias in their loved ones. The new "Out of Place" PSAs are the latest creative under the award-winning "Some Things Come with Age" platform, encouraging people to recognize when changes in memory, behavior or daily routines may be more than normal aging and could warrant a conversation with a healthcare provider.

An estimated 7.4 million Americans aged 65 and older are currently living with Alzheimer's, and that number is projected to grow to nearly 14 million by 2060. Close family members are often the first to notice changes in a loved one, making it critical to help people understand the warning signs of Alzheimer's and other dementias and the importance of seeking medical guidance when concerns arise.

Early signs of Alzheimer's, such as difficulty following a favorite recipe, struggling to find the right word or misplacing familiar items, are often dismissed as normal aging. Through the "Some Things Come with Age" campaign, the Alzheimer's Association and the Ad Council aim to help families better understand the difference between age-related changes and signs that may warrant further evaluation. 

Since launching in 2023, the campaign has driven more than 8.2 million visits to 10Signs.org, and Ad Council research shows that people who have seen the campaign are about three times more likely to understand the difference between typical aging and signs of Alzheimer's disease. The campaign is designed to reach pre-care partners: adults age 35 to 54 with a parent or spouse age 55 or older, who are often among the first to notice changes in a loved one's memory or behavior.

"Families are often the first to notice when something is not quite right, but those changes can be easy to dismiss," said Dr. Elizabeth Edgerly, vice president, Care & Support, Alzheimer's Association. "This campaign encourages people to pay attention to those moments, learn the warning signs and seek medical guidance sooner. Early detection can open the door to treatment options, planning, and support that can help improve quality of life."

Since 2019, the Alzheimer's Association and the Ad Council have partnered to promote early detection of Alzheimer's and other dementias by helping families recognize potential warning signs and encouraging conversations with loved ones and healthcare providers. The latest effort builds upon the organizations' ongoing work to help people distinguish between typical age-related changes and symptoms that may signal something more serious.

Developed and produced pro bono by Development, the new 'Out of Place' creative builds on the long running 'Some Things Come with Age' platform by illustrating how subtle changes in a loved one's memory, behavior or ability to complete familiar tasks can be easy to overlook. Using disruptions in everyday routines and environments as illustrations of early warning signs of Alzheimer's, the campaign encourages people to recognize potential concerns sooner, start important conversations and learn more about the benefits of early detection at 10signs.org.

"The early signs of Alzheimer's can be easy to overlook, since they are so often misunderstood as just 'normal aging'" said Heidi Arthur, chief campaigns and programs officer, Ad Council. "Through this work with the Alzheimer's Association, we hope to help families recognize when changes in memory, behavior or daily routines may be signs of something more and encourage them to learn about the early warning signs. When people feel informed, it can make it easier to start hard conversations and seek support when concerns arise."

The PSAs will appear nationwide through donated media support across broadcast, digital, audio and social platforms.

The campaign website, 10signs.org (10señales.org in Spanish), offers tools and resources to help families learn the early warning signs of Alzheimer's and understand how they differ from normal aging. The site also includes information about the benefits of early detection and diagnosis, tips for starting conversations about cognitive concerns, a discussion guide for use with healthcare providers, and additional support resources. in Spanish), offers tools and resources to help families learn the early warning signs of Alzheimer's and understand how they differ from normal aging. The site also includes information about the benefits of early detection and diagnosis, tips for starting conversations about cognitive concerns, a discussion guide for use with healthcare providers, and additional support resources. in Spanish), offers tools and resources to help families learn the early warning signs of Alzheimer's and understand how they differ from normal aging. The site also includes information about the benefits of early detection and diagnosis, tips for starting conversations about cognitive concerns, a discussion guide for use with healthcare providers and additional support resources.

About the Alzheimer's Association®  

The Alzheimer's Association is a worldwide voluntary health organization dedicated to Alzheimer's care, support, and research. Our mission is to lead the way to end Alzheimer's and all other dementia — by accelerating global research, driving risk reduction and early detection, and maximizing quality care and support. Our vision is a world without Alzheimer's and all other dementia®. Visit alz.org or call 800.272.3900.

About the Ad Council 

The Ad Council convenes creative storytellers to educate, unite and uplift audiences by opening hearts, inspiring action and accelerating change. For more than 80 years, the nonprofit organization and its partners in advertising, media, marketing and tech have been behind some of the country's most iconic social impact campaigns – Smokey Bear, Friends Don't Let Friends Drive Drunk, Tear the Paper Ceiling and many more. 

To learn more or get involved, visit AdCouncil.org, join the Ad Council's communities on Facebook, Instagram and LinkedIn, and view campaign creative on YouTube.

Development

Development is a production-forward creative collective that makes beautiful work with our partners. Not for them. Our creatives and producers are among the most awarded in the industry. We believe the best work comes from an egoless and collaborative environment, and we have the results to back it up. At Development, everyone has a seat at the table.

SOURCE The Ad Council