Cure Alzheimer's Fund: Daughter and Mother

Cure Alzheimer's Fund has released its first PSA to show the strain that Alzheimer's can place on children and families, and the importance of investing in research to prevent, slow and cure the disease.

Created by BBDO New York and directed by David Shane, Daughter and Mother shows a little girl taking care of her confused and forgetful mother - cooking her meals, ensuring she has a coat, and bringing her home when she runs away in the middle of the night. In the final scene, however, the ad cuts to an older version of the mother and daughter with the caption: "You wouldn't put your daughter through this when she is young. Let's make sure it doesn't happen when she's older."