By Stacy M. Brown
Nearly 40 percent of Americans living with Alzheimer’s disease by 2030 will be Black or Latino, a reality that places communities already burdened by health disparities at the center of one of the nation’s most urgent medical challenges. The projection arrives as a new campaign, AlzInColor, seeks to bring brain health conversations out of the shadows and into the homes, churches, clinics of Black and Latino neighborhoods across the country.
“We have to begin to speak about it more,” Deanna Darlington, founder of Links2Equity and architect of the AlzInColor campaign, said in a recently published interview. “We have to talk about it with our healthcare practitioners earlier and not wait until there’s a diagnosis or memory issues that we’re noticing.”
From a medical standpoint, Alzheimer’s disease is a progressive brain disorder marked by abnormal protein buildup that damages and eventually kills brain cells. Over time, the brain shrinks. Memory falters. Judgment shifts. Daily tasks that once felt automatic can become overwhelming. Roughly 7 million Americans are living with the disease each year, and there is still no cure.
But the numbers do not tell the full story. Black Americans are twice as likely to develop Alzheimer’s disease compared with white Americans. Latino Americans face about a 1.5 times higher risk. Yet these same communities often experience delayed diagnoses, fewer referrals to specialists, and limited access to culturally responsive care.
AlzInColor, which officially launched in January, aims to close that gap by making brain health a routine topic of conversation. The campaign provides a growing online library of culturally rooted resources, state-by-state directories to navigate care, personal storytelling, webinars, and a Brain Health Awareness Quiz designed to prompt early dialogue.
Darlington’s motivation is personal. Her father died from Alzheimer’s disease. She has spoken about the benefit of having access to information and open family communication, an experience that shaped her commitment to ensure others do not navigate the disease alone.
“Too many Black and Latino families don’t talk about brain health, leaving us to navigate Alzheimer’s without the information, preparation, or community support that makes the disease more manageable when it hits,” Darlington said. “AlzInColor is here to make brain health a kitchen-table topic and ensure no family has to figure this out alone.”
The campaign launched with a series of national observances designed to focus attention on the issue. Latino Brain Health Awareness Week ran from January 26 through January 31. February 2 marked AlzInColor Day, a moment of solidarity featuring the release of a story centered on two families calling for change. Black Brain Health Awareness Week followed from February 3 through February 8.
In a public service announcement released alongside the campaign, two families, one gathered in a barbershop and another around a family table, confront subtle changes in an older relative’s memory. The scenes are familiar. A forgotten shirt. A missed detail in a story. A brief lapse, followed by clarity. The message is simple and direct: raise the volume on the conversation.
From a clinical perspective, that advice aligns with what neurologists have long recommended. Amyloid buildup in the brain can begin up to 20 years before symptoms appear. Research suggests that up to 45 percent of dementia cases may be delayed or reduced by addressing modifiable risk factors such as diet, physical activity, sleep, and cardiovascular health. Early detection opens the door to planning, lifestyle adjustments, and, when appropriate, medication.
Dr. Elena Rios, president of the National Hispanic Health Foundation, framed the issue as one of fairness in care.
“Brain health is a matter of equity,” Rios said. “Black and Latino communities face a disproportionate burden of Alzheimer’s and other dementias, yet often lack access to early diagnosis, quality care, and culturally responsive education. Protecting brain health means investing in community-centered solutions that honor lived experiences and ensure every family has access to support.”
AlzInColor’s advisory board reflects that emphasis on community engagement. Founders and advisors include health researchers, faith leaders, advocates, and local organizers from Washington, D.C., Georgia, Kentucky, Maryland, California, Delaware, Wisconsin, and beyond. Supporting organizations such as the Caregiver Action Network and HealthyWomen are partnering to expand caregiver education and ensure reliable, evidence-based information reaches families in both English and Spanish.
The campaign also encourages practical steps in clinical settings. Families are urged to ask for a “brain check-in” during routine appointments, to report small changes in memory, mood, or concentration, and to review medications that may affect cognition. In faith communities, leaders are encouraged to incorporate brain health into health ministries, host memory awareness events, and create caregiver support groups. In neighborhoods, barbershops, salons, and local businesses are being recognized as potential early observers of change.
At its core, the movement is about replacing silence with clarity. For generations, memory loss in many families has been explained away as simple aging. Persistent cognitive change deserves evaluation, not dismissal.
“Silence doesn’t protect our families or our communities,” Darlington said. “Raising the volume does.”
