The Alzheimer’s Association today announced the launch of (re)think your brain™, a new science-based initiative designed to move people from brain health awareness to action. The initiative expands how people understand and care for their brains and introduces the (re)think your brain 6-Step Challenge, a step-by-step guide with proven practical actions people can start right away to help support brain health and cognitive function.

According to the Alzheimer’s Association 2026 Alzheimer’s Disease Facts and Figures report, nearly nine in 10 U.S. adults say maintaining brain health as they age is very important, and 99% say it is as important as physical health. Yet only 9% say they know how to maintain their brain health, revealing a clear gap between awareness and action.

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