Lilly launches Alzheimer's awareness campaign via social media

To mark World Alzheimer's Day, Lilly and the Italian Alzheimer's research association Airalzh ETS launched a social media awareness campaign titled ‘The Unavailable Story’. The initiative involved five Italian public figures—Chiara Galiazzo, Veronica Ruggeri, Ludovica Bizzaglia, Francesco Cicconetti, and Valentina Ricci—who simultaneously archived all personal and professional content from their social media profiles.

For 24 hours, their profiles displayed only a single Instagram Story stating, ‘This story is no longer available.’ This digital void was intended to simulate the loss of memory and identity experienced by individuals following an Alzheimer's diagnosis. The campaign aims to highlight the importance of memory and the necessity of early diagnosis.

A 2023 survey commissioned by Lilly involving approximately 400 European physicians indicated that 83% believe it is vital to diagnose the disease during the early stages of mild cognitive impairment. However, currently, fewer than 20% of individuals receive a biological diagnosis, highlighting a gap between medical potential and clinical practice.