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FOR IMMEDIATE RELEASE | November 13, 2007

Alzheimer's Foundation of America Jewelry Puts a ‘Cause' in Holiday Gift Giving

NEW YORK, NY—This holiday season, the Alzheimer's Foundation of America (AFA) is marketing the ultimate fashion statement—a sterling silver jewelry line that will make its wearers both look good and feel good.

The exclusive necklace, bracelet and lapel pin are designed to recognize the heroic act of caregiving and to raise awareness of Alzheimer's disease, a brain disorder that is expected to triple in incidence to 16 million Americans by mid-century.

“Combining these two factors—fashionable style and supporting a worthwhile cause, make for the perfect holiday gift,” said Eric J. Hall, AFA's chief executive officer.

“Caregivers give from the deepest recesses of their hearts. Our goal is to recognize the selflessness and strength of these exceptional human beings in light of the enormity of their role,” he said.

The fine jewelry line has been artistically designed to have universal appeal, beyond those who are caregivers.

Each item has a sterling silver pendant modeled after AFA's logo of arms embracing a heart, which reflects the organization's mission of providing optimal care to individuals with dementia and their families.

The merchandise is available from AFA at or by calling 866-232-8484. Prices are $39.95 for the necklace; $29.95 for the bracelet, which has a leather band; and $21.95 for the lapel pin, plus shipping. Proceeds from the jewelry support AFA's programs and services nationwide.

Alzheimer's disease results in loss of memory and other cognitive functions, and is the seventh leading cause of death in the United States. An estimated one to four caregivers care for each person with the disease.

A recent AFA survey of caregivers of individuals with Alzheimer's disease, conducted by Harris Interactive, highlighted caregivers' massive responsibilities: More than 70 percent attend appointments with their loved ones, help plan and organize their lives, and aid in day-to-day activities. The survey also found that 76 percent of caregivers have learned that they are stronger than they thought.

The Alzheimer's Foundation of America is a nonprofit organization based in New York City that focuses on the providing optimal care to individuals with Alzheimer's disease and related illnesses, and their families, and unites 800 member organizations nationwide that provide hands-on programs. AFA's services include a toll-free helpline with counseling by licensed social workers, a free caregiver magazine, a National Memory Screening Day initiative, and the AFA Quilt to Remember. For information, call 866-AFA-8484 or visit .

Contact: Carol Steinberg
Phone: 866-AFA-8484

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