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Ivory, a cognitive health company focused on early-stage cognitive screening, launched its #TimeToAct campaign in honour of World Alzheimer’s Day. The initiative aims to raise awareness of the critical need for early detection of cognitive impairments, emphasising the severe consequences—such as Alzheimer’s and Dementia—of undiagnosed conditions.
The campaign’s centerpiece is a poignant video telling the story of a father’s life through a series of Facebook posts, beginning in 1986. As the timeline reverses from 2021, the posts gradually blur, symbolising the devastating effects of Alzheimer’s on memory and cognitive function.
Speaking on the importance of early intervention, Ivory’s Co-Founder Issac John shared his personal experience, stating, “Cognitive impairment, if detected earlier, could have made a difference in my father’s condition. Treating Alzheimer’s or Parkinson’s remains challenging for modern medicine, and while a perfect solution is still years away, the cost of care is overwhelming. This personal journey fuels my passion for making cognitive care accessible.”
John highlighted the often-neglected focus on cognitive health, noting that it should be as common as physical health care. “Our goal is to bring cognitive health into everyday conversations in every household. We want memory care to be as simple and accessible as managing physical health at home. At Ivory, we empower families to take charge of their cognitive health before it’s too late.”
Co-Founder Rahul Krishnan echoed these sentiments, pointing to the alarming rise in dementia cases. “From 5.3 million in 2020 to 8.8 million in 2023, the increase in dementia cases shows the urgent need for action. Among those aged 50 to 70, 1 in 3 cognitive impairments can progress to dementia within five years. These are real lives at risk, and we must prioritise cognitive health.”
