Alzheimer's prevention group to boost awareness

TUCSON, AZ: The Alzheimer's Prevention Foundation International, a nonprofit organization based on the notion that lifestyle plays a significant role in preventing degenerative brain diseases, has selected Russell Public Affairs Group to coordinate a national awareness campaign.

TUCSON, AZ: The Alzheimer's Prevention Foundation International, a nonprofit organization based on the notion that lifestyle plays a significant role in preventing degenerative brain diseases, has selected Russell Public Affairs Group to coordinate a national awareness campaign.

Set to begin in October, the yearlong effort will integrate media relations, federal government relations, and grassroots advocacy. "We've been frustrated with the magic-bullet-drug-based therapy for Alzheimer's that so many people adhere to," explained Matt Russell, the agency's president, "so we will be actively working to generate national stories that express our concept of Alzheimer's prevention."

President Dharma Singh Khalsa, MD, author of Brain Longevity, heads the foundation. His 1997 bestseller introduced the hypothesis that Alzheimer's can be delayed through diet, exercise, and stress reduction. "Dr. Khalsa was ridiculed in the past for his bold statements," said Russell, "but now people are really starting to listen." The National Institutes of Health is currently testing Khalsa's claims.

"The time was right to raise our visibility because there would be more receptivity in the medical community. The words "prevention" and "Alzheimer's" were never used in the same sentence before. Now it's time to get the word out," Khalsa said.

Next fall, Russell will provide a summary of the past year's campaign efforts at The First International Conference on the Integrative Approach to the Prevention and Reversal of Alzheimer's Disease.

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