Amal Al-Sibai

Saudi Gazette

JEDDAH — The afternoon sky over the Jeddah Corniche on Saturday will be purple — not blue — as a show of support and care toward all Alzheimer’s disease sufferers.



The Society of Majid Bin Abdulaziz for Development and Social Services and the Saudi Alzheimer’s Disease Association are organizing a campaign to mark the world month for raising Alzheimer’s awareness. A wide range of activities that aim to offer support to Alzheimer’s disease patients and their caregivers have been organized in September all over the world.



Volunteers from the Society of Majid Bin Abdulaziz will gather by the seaside in Jeddah on Saturday afternoon to distribute informational brochures and pamphlets about this serious disease to beach-goers and picnickers. Families, youngsters and children will also receive purple helium balloons because purple is the globally known color that symbolizes support for Alzheimer’s sufferers. At exactly 5 p.m. and upon hearing a loud signal, all participants — young and old — in a joint and cooperative action will launch the 10,000 balloons into the air to paint the sky with a beautiful purple hue.



By engaging such a large segment of society in this fun but educational campaign, it serves to introduce facts about Alzheimer’s, clarify the myths and offer solutions and strategies that will help those whose quality of life has been negatively impacted by this disease.



Around the world, Alzheimer’s disease strikes 35 million individuals, according to the World Health Organization.  This number is expected to reach 115 million by the year 2050.



Studies conducted by the Saudi Alzheimer’s Disease Association show that 50,000 men and women suffer from Alzheimer’s disease in Saudi Arabia. Furthermore, 50 percent of people above 80 in the Kingdom show signs of Alzheimer’s.



Alzheimer’s destroys brain cells, causing problems with memory, thinking and behavior that are severe enough to affect work, lifelong hobbies and social life. Alzheimer’s gets worse over time and, surprisingly, researchers explain that it is fatal. Today it is the sixth-leading cause of adult death in the world.



Unfortunately, Alzheimer’s disease has no current cure. However, treatment for symptoms (both drug and non-drug), combined with the right services, support and creating a special environment can improve the quality of life for millions of people living with Alzheimer’s as well as their families. There is an accelerating worldwide effort under way to find better ways to treat the disease, delay its onset and prevent it from developing.



Close communication and supervision by the patient’s doctor are essential. The Saudi Alzheimer’s Disease Association has a helpline and an established community of members and healthcare providers that open up a venue where patients and their families can obtain information and ask questions, share experiences and find tips in coping with the changes that occur with the disease. The association offers several programs, educational workshops, home visits and social services tailored to the needs of its members.



“The partnership we have formed with the Saudi Alzheimer’s Disease Association aspires to increase awareness in the community about this disease, its risks and how it is affecting our loved ones. We can channel the efforts and energy of our young volunteers to support this important cause. Our partnership and activities will last all year long and are not limited only to the day on which we will launch the Purple Sky campaign,” said Heba Tallab, volunteer coordinator at the Society of Majid Bin Abdulaziz.