Hispanics are 1.5x more likely to develop Alzheimer’s, but due to systemic and cultural barriers limiting access to diagnosis, early signs of cognitive change go unnoticed or undiscussed in Latino families. The Alzheimer’s Association and the Ad Council recognized that they needed to convince Hispanic pre-care partners to take any signs of cognitive decline in their loved ones seriously, talk about it, and get evaluated by a doctor.

To help Latino families recognize the early symptoms of Alzheimer’s, Lopez Negrete Communications created the “Some Things Come With Age, Others Don’t” campaign. The campaign aimed to redefine the line between normal symptoms of aging and symptoms of Alzheimer’s, educating Hispanic pre-care partners on the 10 key symptoms and encouraging them to discuss and seek medical diagnosis.