New Campaign Urges Women to Take The Lead on Brain Health


A new campaign, Be Brain Powerful (, has been launched to encourage women to talk about brain health and take steps to preserve cognitive function has been launched. This $2 million program is a pillar of the multiyear Brain Health Partnership convened by Us Against Alzheimer’s, supported by the Alzheimer's Drug Discovery Foundation, the Vradenburg Foundation, and other private sector groups. The campaign also focuses on lowering health care costs, increasing gender-specific research on Alzheimer’s disease (AD), and bringing new therapies to market.

Brain-healthy tips and tools and information on AD, including risk factors are available at On the site, women are invited to participate in a 30-day Brain Health Challenge through which they will receive emails with brain health activities and be asked to share their brain healthy behaviors on social media with the hashtag #BrainGoals.

Sheinelle Jones, Anchor for Weekend TODAY and NBC News Correspondent, said “Women are twice as likely to develop AD and twice as likely to care for someone with AD. It’s time for the conversations to be about what we can do, not what we can’t, to reverse these statistics, take back brain health, and ultimately end AD.”

Suzanne Steinbaum, DO, Director, Women's Cardiovascular Prevention, Health and Wellness at The Mount Sinai Hospital in New York City added, “How we eat, how we exercise, and even social support has a huge impact on brain health. . . . we want to get brain powerful in the same way that we got heart healthy with the American Heart Association Go Red for Women campaign when it was launched 15 years ago.”

Former First Lady Laura Bush will serve as the new campaign’s honorary chair, speaking out as a daughter, mother, and grandmother whose life has been touched by AD. At the media launch for the campaign, she said, “It’s a personal thing for me. My father had AD and my mother, who is now 99, seems to suffer from dementia.” Both she and husband, former President George W. Bush, are taking steps to remain brain healthy by ensuring good sleep, eating healthy, and exercising.


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