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The Alzheimer’s Association Initiates (re)think Your Brain Campaign

On May 11, 2026, the Alzheimer’s Association announced the introduction of a transformative initiative called (re)think your brain™. This new campaign aims to raise awareness on brain health and encourage people to take proactive steps toward improving it. With a strong scientific backbone, the initiative presents everyday actions that may help reduce the risk of dementia and combat cognitive decline.

In recent findings from the 2026 Alzheimer’s Disease Facts and Figures report, a staggering 90% of U.S. adults acknowledge the importance of maintaining brain health as they age. Interestingly, a nearly unanimous 99% agree that brain health is as crucial as physical health. However, the report highlights a significant gap; only 9% of individuals feel equipped with the knowledge required to support their brain health effectively. This clear discrepancy signals an urgent need for actionable guidance, which the Alzheimer’s Association is addressing with the (re)think your brain initiative.

Joanne Pike, DrPH, president and CEO of the Alzheimer's Association, emphasized, “People are seeking clear and credible guidance they can trust.” With the organization’s position as a leader in Alzheimer’s and brain health, the initiative aims to translate scientific knowledge into practical advice that individuals can implement in their daily lives.

For years, the perception surrounding Alzheimer's and cognitive decline has been reactive; actions were typically taken only after symptoms manifested. However, realities from a pivotal U.S. POINTER study demonstrated that early interventions combining healthy lifestyle changes could substantially protect cognitive function and enhance brain health.

The (re)think your brain campaign is a proactive response to this evolving understanding. It seeks to engage individuals before risk factors associated with cognitive decline—such as high blood pressure, diabetes, elevated cholesterol, and lifestyle stressors—take hold. By addressing these issues earlier, the initiative hopes to significantly improve long-term brain health and potentially diminish dementia risks.

Further stating the merits of proactive behavior, Pike noted, “Research has progressed significantly, offering clearer insights into how lifestyle choices influence brain health.” Studies have shown that physical activities, dietary habits, and cognitive engagement all correlate with reduced dementia risk. The initiative focuses on making these behavioral changes practical and sustainable for everyone.

Interestingly, there is a positive outlook among the public; according to a recent survey, 73% of adults expressed interest in programs designed to enhance brain health. In response, Pike affirms, “We are dedicated to providing trusted, science-backed resources that empower individuals to take earlier action and maintain their brain health over time. It’s crucial to remember that you don’t have to do everything simultaneously; the key is to start.”

For individuals eager to embark on this journey toward better brain health, detailed information and the opportunity to sign up for the (re)think your brain 6-Step Challenge are available on the initiative’s dedicated website: rethinkyourbrain.org.

About the Alzheimer's Association

The Alzheimer’s Association is an internationally recognized voluntary health organization focused on care, support, and research related to Alzheimer’s disease and other dementias. Their mission is to lead initiatives that eradicate Alzheimer's and related dementias by promoting research, early detection, and quality care.

About (re)think your brain

The (re)think your brain initiative is dedicated to converting scientific evidence into actionable steps for everyday life, enabling individuals to take control of their brain health earlier. As pioneers in the field, the Alzheimer’s Association is facilitating a proactive approach to fostering better habits that not only improve quality of life now but may also reduce the risk of dementia in the future. For more information and to participate in the (re)think your brain 6-Step Challenge, visit rethinkyourbrain.org.