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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
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SOURCE Dakim, Inc.
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