Washington D.C. [September 24, 2025] - Hispanics are 1.5 times more likely to develop Alzheimer’s than whites. To address this disparity, UsAgainstAlzheimer’s is launching a new awareness campaign to help Hispanic communities recognize the early signs of dementia and seek timely diagnosis and care. The campaign will roll out in El Paso, Texas, and Phoenix, Arizona, during Hispanic Heritage Month (September 15 – October 15), and align with this year’s theme, “Collective Heritage: Honoring the Past, Inspiring the Future.”

Many Hispanic families are diagnosed late or misdiagnosed entirely, losing valuable time to access treatment, plan for the future, and stay connected longer. It is estimated by 2060, the number of Hispanics living with Alzheimer’s is expected to increase seven-fold—the steepest rise of any racial or ethnic group in the United States. Yet, many Hispanic families face delays in diagnosis and lack access to culturally relevant resources and support. This year’s campaign will spotlight BrainGuide™, UsAgainstAlzheimer’s free, confidential platform available in English and Spanish, which empowers families with early intervention tools, brain-healthy lifestyle guidance, and hope—because with earlier detection and new treatment options, there’s more time to protect what matters most.

"Taking that first step toward brain health doesn’t just help you — it helps your whole family hold on to the memories, traditions, and connections that define us," said Vivian Vasallo, Vice President of Early Detection and Diagnosis at UsAgainstAlzheimer’s. "During Hispanic Heritage Month, we honor our collective heritage — and that includes taking action to safeguard our future. With earlier detection, effective treatments, and the right resources, families can face Alzheimer’s with more options, more support, and more hope than ever before."

The campaign will feature targeted outreach through local community partners, digital advertising, and social media engagement in both cities, to raise awareness of the MyBrainGuide.org platform and the importance of early detection and diagnosis.

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About UsAgainstAlzheimer’s
UsAgainstAlzheimer’s is engaged in a relentless pursuit to end Alzheimer’s, the sixth leading killer in America. Our work centers on prevention, early detection and diagnosis, and equal access to treatments regardless of gender, race, or ethnicity. To achieve our mission, we give voice to patients and caregivers while partnering with government, scientists, the private sector, and allied organizations -- the people who put the “Us” in UsAgainstAlzheimer’s.