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New Dakim Campaign Promotes Brain Fitness for Seniors with Elderly Holding Signs Declaring 'My Brain Is Not Retired'
Date:3/26/2009

SANTA MONICA, Calif., March 26 /PRNewswire/ -- A new ad campaign from Dakim, Inc. features senior citizens holding signs that declare "My brain is not retired" and "My mind is in your hands" in a bid to broaden the use of dementia-fighting brain fitness tools in senior living communities. The campaign stems from the success of Dakim(R) BrainFitness(TM), the #1-selling senior-focused brain training system that has been adopted by nearly 250 senior care providers in 33 states since its introduction in 2006.

The ads broke in McKnight's Assisted Living and will expand to other trade publications over the next few months. Their call for incorporating brain fitness into communities' wellness programming is based on research like the Einstein Aging Study, which concluded that a group of 75- to 85-year-olds who were followed for many years reduced their risk of developing dementia by up to 63% through frequent, long-term cognitive stimulation.

"The brain fitness market didn't even exist four years ago and now it represents over a quarter of a billion dollars in sales, but it is still in its infancy - particularly for seniors. Only one senior living resident out of 50 currently has access to dedicated brain fitness programs," said Dakim CEO Dan Michel. "Our goal with this campaign is to raise awareness of the need to provide tools that can help seniors prevent or slow the development of dementia and thereby help them preserve their quality of life."

"Someone is diagnosed with Alzheimer's disease every 71 seconds, and half of all people over age 85 are affected. But dementia is not an inevitable consequence of aging, and seniors need strategies to defend themselves," said Kenneth Gal, President and CEO of The Cavalry Company, Dakim's advertising agency of record. "From that perspective, investing in brain fitness may be the most important thing that senior living providers can do for their residents."

Dakim BrainFitness was designed specifically for senior users. Played on a special touch screen computer appliance that requires no mouse, keyboard, computer knowledge or software loading by care providers, it offers original multimedia brain-building activities filled with colorful screen images, stories, voiceovers, humor, and pre-1950s film and music clips that tap into seniors' memory banks. The system self-adjusts the level of challenge for ability levels ranging from active seniors with full cognitive function to early-stage Alzheimer's patients, enabling use by most seniors without caregiver help.

Each 20-minute session exercises short- as well as long-term memory, critical thinking, visuospatial orientation, calculation and language for a thorough brain workout.

Activities range from anagrams and name-that-tune challenges to interactive puzzles and narrated literary passages with follow-up questions. Exercises are updated every few days to keep users engaged and encourage sustained use.

A free 30-day trial of the Dakim BrainFitness system is available to qualified senior living communities by calling Dakim Inc. at (800) 860-7810. Online demos of assorted exercises are available at www.dakim.com.

About Dakim, Inc.

Dakim, Inc., is the leading provider of brain fitness programs designed to help seniors reduce their risk of memory loss and dementia. The company's BrainFitness System is a touch screen-based mental stimulation system that offers a constantly changing series of rigorous but entertaining multimedia activities to help seniors preserve brain function. Home users can use it to combat a decline in brain function; institutions and home caregivers can use it to provide effective mental stimulation while reducing the cost of resident care. The company is headquartered in Santa Monica, CA. For more information, visit www.dakim.com.


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SOURCE Dakim, Inc.
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