Today, the Cure Alzheimer’s Fund released its first-ever PSA, showing the effects Alzheimer’s can have on your loved ones.  The goal is to help shed light on how an investment in a cure is an investment in all of our futures.

The new film, entitled “Daughter and Mother,” was created pro bono by BBDO New York and was born out the of insight that moms will do anything to ensure that their children’s lives are happy, fulfilled, and unburdened; even when they are grown.

While most organisations are focused on Alzheimer’s awareness and care, Cure Alzheimer’s Fund is dedicated to funding research with the highest probability of preventing, slowing or reversing Alzheimer’s disease.