Samuel L. Jackson has become the latest celebrity to front the Alzheimer’s Research UK #ShareTheOrange awareness raising campaign, highlighting the impact dementia has had on his own family.
The campaign [initially] launched in 2016 and encourages people to #ShareTheOrange as it is a visual metaphor to highlight how Alzheimer’s disease causes physical damage that can leave the brain weighing 140g less than a healthy one. This is roughly the same weight as an orange.
Previous pushes of the campaign have featured the actors Bryan Cranston and Christopher Eccleston.
“This may surprise or even shock some people, but the campaign’s core message is one of hope: dementia is caused by physical diseases, most commonly Alzheimer’s disease, and history has shown that diseases can be slowed. They can be stopped,” said Hilary Evans, Chief Executive of Alzheimer’s Research UK.
“We’re incredibly grateful to Samuel L. Jackson for fronting the new campaign and speaking out about the devastating impact dementia has had on his own family. The fact that he chose to back #ShareTheOrange is testament to this charity’s growing global reach, and we hope that his support will help generate the global attention that this important message warrants.
The charity’s research found that one in five adults think that dementia is a normal part of ageing.
“Confronting this misconception is essential if we’re to break through the fatalism that still surrounds dementia and embrace the hope that research brings,” added Evans.
In promoting the campaign online at its website, the charity has also shared videos of the previous activity, featuring Eccleston and Cranston.
Today we launched the third instalment of our award-winning #ShareTheOrange campaign to make people think differently about dementia. @HilaryAlzUK believes changing the conversation will help bring about breakthroughs and that you are the key.
— AlzheimersResearchUK 🍊 (@AlzResearchUK) September 16, 2019
Head to Alzheimer’s Research UK for more information on this campaign.