Cipla launched their “Preserve their memory” campaign on 25 September 2019. Cipla Medpro’s CEO, Paul Miller said: “As part of our ethos of ‘Caring for Life’, we want people to live long and healthy lives. Therefore, we’re launching a campaign to educate people about dementia, and more specifically Alzheimer’s disease.”

Alzheimer’s is the most common form of Dementia, it is estimated that by 2050, 115 million people world wide will be living with Dementia. While there is no cure for dementia, research has found that people can potentially reduce their risk of cognitive decline, by making healthy lifestyle choices for example proper nutrition, quitting smoking, reducing stress levels and regular exercise.

“There is currently very little to no proper understanding of dementia and people fear being diagnosed with dementia. We are focussed on finding meaningful ways of sharing educational information to help destigmatise the condition,” says Miller.

Part of this campaign two of Badisa’s Old Age Homes, Pam Brink and Esperanza worked together with Cipla to tell the story of one of their residents. Pieter le Roux was diagnosed with Alzheimer’s at a very young age, leaving his wife to care for him and their children.

Cipla Medpro launched a microsite which includes information about dementia, Alzheimer’s disease and cognitive wellbeing. The microsite also includes a feature that allows families to upload memorable photographs to be converted into puzzles (limited quantities available) for the family, an aging relative, or for someone living with Alzheimer’s disease. Puzzles are a wonderful way to help loved ones preserve their memories.

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