Alzheimer’s Research UK and Samuel L Jackson are working together to tackle the misconception that Alzheimer’s is an inevitable result of old age. 

The Hollywood actor has seen six of his own relatives fight the disease, and is keen to spread the message that the disease is not an inevitable outcome of getting older, but is in fact a physical disease that could potentially be treated and cured, with the help of research.

The campaign uses an orange to symbolise the amount of brain matter, 140g, which is eroded by the disease. The 2 minute ad explains how dementia can erode not only our memories, but our connection to the world. 

Hilary Evans, chief executive of Alzheimer’s Research UK, said: “Alzheimer’s Research UK relies almost entirely on public donations to support its work, and the enduring misconception that dementia is an inevitability hinders our ability to recruit volunteers for research, secure funding and press for further government support for research.

“We’re calling on the public to #ShareTheOrange, turn fatalism into hope and make dementia the next big medical success story.”

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