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World Alzheimer's Day - 21 September 2012

LONDON, September 19, 2012 /PRNewswire/ --

Australian singer/songwriter Joseph Portelli will donate all net funds raised from the sales of his upcoming charity single How The Times Have Changed to support Alzheimer's Disease International ahead of World Alzheimer's Day on September 21, 2012.

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Lifted from his forthcoming self-titled EP, How The Times Have Changed will be released on September 19, 2012 via iTunes and all good digital retailers worldwide for only US$1.69.  Net funds raised will help support people with dementia in participating Alzheimer's national association in the buyer's country of purchase.


Portelli, a longtime and fervent crusader for Alzheimer's support, will donate the proceeds of the sale of the single with the aim of raising awareness and funding for the 38 million people and their families worldwide affected by this rapidly-growing and devastating disease.

Alzheimer's is something Joseph is all too familiar with; How The Times Have Changed was penned following his father's diagnosis of the disease in 2004. The heart-felt song is the result of being simultaneously inspired by his mother's strength and courage, while struggling with his sadness as his father progressively failed to recognize his son's face.

Joseph says, "The song was written for me. It is my expression and a cry of emotion of how I was affected by my father's diagnosis. "

Portelli hopes that by getting Alzheimer's into the world spotlight, mobilizing his voice and encouraging people to buy his single from September 18 onwards, he can help make a difference, country by country.

Download Charity Single 'How The Times Have Changed':

Watch 'How The Times Have Changed'  video:

In addition to downloading the charity single, Alzheimer's Disease International also has a twitter and facebook campaign for 21 September.  

Internet users can download a plug-in for their Web browsers (Chrome and Firefox only) that will install and lie dormant, only to activate on 21 September. On that day, when users go to their Facebook profile they will see all of their timeline 'memories' have disappeared, with a cover photo that explains the situation. Only the users who have downloaded the plug-in will see this message, but there is a viral element that allows people to share their action via social media when they download the plug-in. Nothing is actually removed from Facebook, and the information goes back to normal as soon as the plug-in is deactivated, or it expires on 22 September.


Alzheimer's Disease Facts: Alzheimer's is a disease that affects 38 million people worldwide. Dementia is a collective name for progressive degenerative brain syndromes with new cases reported every 4 seconds. Alzheimer's is the most common cause of dementia and accounts for 60-70% of all cases. Alzheimer's disease

destroys brain cells and nerves, disrupting the transmitters, which carry messages in the brain that affect memory, thinking, behaviour and emotion. By 2050, Alzheimer's is expected to effect 115 million people and many more indirectly as family caregivers. Money is urgently needed for further research and appropriate support services.

Alzheimer's Disease International: ADI is the peak international federation of Alzheimer associations around the world, in official relations with the World Health Organization and United Nations. ADI works locally by its empowering its 78 national Alzheimer associations to promote and offer care and support for people with dementia and their carers, while working globally to focus attention on dementia. ADI's vision is an improved quality of life for people with dementia and their families globally.

World Alzheimer's Month: September 2012 marks the first World Alzheimer's Month, with awareness-raising activities across the globe happening over 30 days. World Alzheimer's Day on 21 September will be a key focus, along with the international release of the fourth World Alzheimer's Report on Stigma. World Alzheimer's Month is an opportunity to raise global awareness about dementia and its impact on families, and the important work of our members throughout the world.



For Alzheimer's related press enquiries/interviews, contact Alzheimer's Disease International on +44-20-79810880 or

For Joseph Portelli related press enquiries, contact Diana Bailey on +61-2-9553-8490 or

SOURCE Alzheimer's Disease International
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