Allergan already has a laundry list of celebrities backing its Alzheimer’s awareness push, but that didn’t stop it from adding one more this week.
The Dublin drugmaker has teamed up with actor Scott Eastwood, who has appeared in films such as “Snowden” and “Suicide Squad,” along with the music video for Taylor Swift’s “Wildest Dreams.” The occasion? World Alzheimer’s Day, coming up on Sept. 21.
And the goal? Spreading the message that “it is important for those affected by Alzheimer’s to be well-informed,” and to point them to Allergan’s educational website LearnAboutAlz.com, the company said.
Eastwood, whose grandmother suffered from Alzheimer’s and whose mother adopted the role of caregiver, is also hoping people will join him in jumping into the Alzheimer’s conversation on social media. "By working with Allergan and their educational initiative LearnAboutAlz.com, I hope to use my platform to show caregivers across the nation that their hard work is not unnoticed, and that there is a community out there and many resources available to support them,” he said in a statement.
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Allergan, which makes Alzheimer’s therapy Namzaric, rolled out LearnAboutAlz.com last December, complete with tips, resources and a video encouraging caregivers to “hold on to hope.”
It followed up in June by signing on a roster of famous faces—chef Scott Conant, actor Sean Hayes, actresses Helen Hunt and Soleil Moon Frye, model Molly Sims and “The Bachelorette” star Trista Sutter—to help spread the message.
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Celebrity partnerships, and lots of them, are nothing new for Allergan. It’s joined forces with stars on both its branded and unbranded campaigns, including those for products CoolSculpting, Botox and Lo Loestrin Fe and awareness efforts around dry eye and preventable blindness.
Meanwhile, Allergan is hoping the Alzheimer’s push can boost Namzaric sales. The treatment brought in $65.2 million through the first six months of the year—just slightly more than the $57 million haul it generated in the same period of 2017.