Monday, August 31, 2026

Lilly launches brain health awareness campaign

Pharmaceutical company Lilly, whose German headquarters are in Bad Homburg, has presented a new awareness campaign. Under the title “Before you forget”, the initiative puts brain health and dementia prevention in the spotlight.

According to the company, the campaign is designed to raise awareness of how people can address risk factors and take preventive action. Lilly points to a gap in everyday health behavior: while dental and heart health are widely accepted parts of prevention, brain health often receives less attention.

Focus on risk factors and prevention

The campaign aims to communicate knowledge about known risk factors and preventive options. During a digital press conference, Prof. Dr. Emrah Düzel provided expert context on the topic. Prof. Dr. Agnes Flöel noted in the media discussion that society still faces a gap between what is known and what is actually implemented in daily life.

From Lilly’s perspective, the initiative is intended to do more than provide information. Jörg Schaub, Business Unit Director Neuroscience at Lilly, positioned the campaign as a way to encourage a broader conversation about brain health and prevention.

Campaign to run across TV, OOH and social media

Lilly is using the public attention around World Alzheimer’s Day on 21 September 2026 for the launch. The media mix includes TV, out-of-home advertising and social media. Influencer collaborations are also part of the planned activities.

Prof. Dr. Dietrich Grönemeyer supports the campaign launch as a testimonial. The creative assets feature a dog and a classic car. The claim “Think about your brain, too” links familiar forms of everyday care with mental health prevention.

Interactive formats in Berlin and Cologne

In addition to the media campaign, Lilly is planning two public event formats around World Alzheimer’s Day. From 18 to 21 September 2026, an interactive exhibition at Bikini Berlin will address risk factors and prevention opportunities for brain health.

One element of the exhibition is the “Memory Radio Station”. The art and technology project uses AI to help visitors visually reconstruct personal memories, presenting memory preservation as an experiential theme.

A second stop is scheduled for Cologne from 25 to 29 September 2026. With these formats, Lilly combines health education with experiential communication in a high-attention campaign setting.