Invest in research right now to ensure a long term cure for Alzheimer’s, says a public service announcement. In an attempt to raise awareness about the disease and its effects on families, BBDO, a New York based advertising agency, has made a video titled ‘Mother and Daughter’.
It opens with a woman being woken up by a young girl, seemingly her daughter. As the narrative unfolds, the viewer is taken into an average day in the life of the girl taking care of her mother suffering from Alzheimer’s. At the video’s climax, the woman is revealed to be ageing, while her middle-aged daughter takes care of her. Their reduced ages were simply a metaphor to remind audiences that prevention is better than cure.
The video closes with the message:
You wouldn’t put your daughter through this when she’s young. Let’s make sure it doesn’t happen when she’s older.