Voices of Alzheimer’s, in partnership with the creative agency McKinney and animation studio Nathan Love, has unveiled “Check, Mate”, a poignant campaign designed to raise awareness about the importance of early testing for Alzheimer’s disease and related dementias.
Through a touching animated short, the campaign tells the story of two lifelong friends bound by their love of chess. As one of them begins to show signs of cognitive decline, the game becomes a metaphor for the gradual erosion of memory and connection. By blending mixed-media animation with heartfelt storytelling, “Check, Mate” captures the emotional toll of Alzheimer’s not only on those diagnosed, but also on the relationships and traditions that define their lives.
The initiative emphasizes that Alzheimer’s doesn’t just take memories — it reshapes families and communities. Yet, early detection can change the trajectory. With new FDA-approved therapies available to slow the progression of symptoms, the campaign highlights how routine cognitive screening, especially for those over 65, can provide time for treatment, planning, and hope.
“Don’t wait. Ask your doctor for a memory screening at your next appointment,” is the central message driving this effort. By portraying a friend encouraging another to take that critical first step, the campaign seeks to spark meaningful conversations around cognitive health.
Launched around World Alzheimer’s Day, September 21, 2025, the work is being shared across Voices of Alzheimer’s platforms, marking a significant pro bono contribution from McKinney and Nathan Love in the fight against dementia.
