Ivory launches #TimeToAct campaign urging early detection of cognitive impairments

New Delhi: Ivory, a start-up specializing in brain health, has unveiled its #TimeToAct campaign to revolutionize cognitive health, on World Alzheimer’s Day. This initiative is dedicated to raising awareness about cognitive impairments and underscoring the importance of early detection to prevent serious conditions such as Alzheimer’s and Dementia.

The campaign features a poignant video that traces a father’s life through a series of Facebook posts dating back to 1986. As the video progresses, the timeline reverses from 2021, with posts becoming increasingly blurred, symbolizing the devastating effects of Alzheimer’s on memory and cognitive function.

Issac John, Co-Founder of Ivory, shared, “Treating a condition such as Alzheimer’s or Parkinson’s with medication is still hard for modern medicine. In fact, not only is the perfect solution years away, the cost of care is prohibitive. My personal experience drives my passion for early detection and making cognitive care more accessible.”

John emphasized the importance of integrating cognitive health into everyday conversations, asserting, “Cognitive health is as vital as physical health. We want to make memory care as simple and accessible as managing physical health at home. At Ivory, we strive to empower families to proactively manage their cognitive health.”

Rahul Krishnan, another Co-Founder of Ivory, highlighted, “The sharp rise in Dementia cases, from 5.3 million in 2020 to 8.8 million in 2023, is a clear sign that we must act now. For those aged 50 to 70, 1 in 3 cognitive impairments can lead to dementia within five years. These figures represent real lives at risk, and it’s crucial we prioritize cognitive health and take preventative action.”

Having witnessed the high incidence of dementia in his native Kerala, Krishnan’s personal observations of cognitive decline have driven his dedication to developing tools for early screening and detection.

Ivory is at the forefront of this movement, offering neuroscience-backed assessments, interactive cognitive tools, and tailored solutions designed to help individuals take proactive steps in maintaining their cognitive health.