Harrah's Entertainment Joins Alzheimer's Association to Urge Everyone to Maintain Your Brain $3 Million Sponsorship to Educate Public and Encourage Community Leadership CHICAGO, July 7 /PRNewswire-FirstCall/ -- The Alzheimer's Association and Harrah's Entertainment, Inc. today announced the formation of a five-year partnership to raise public awareness of Alzheimer's disease, the tremendous progress in research in recent years, and things everyone can do to maintain a healthy brain as they age. The collaboration is funded by a $3 million grant from the Harrah's Foundation. (Logo: http://www.newscom.com/cgi-bin/prnh/20021220/LAF055LOGO) "Nearly half of all Americans over the age of 35 know someone with Alzheimer's disease, but they don't know much about this terrible brain disorder, or that we're looking to see breakthroughs toward prevention in the next 10 years," said Sheldon Goldberg, president and CEO of the Alzheimer's Association. "We know now that what's good for the heart is good for the brain, and that a healthy diet, exercise, and staying active can help people keep their brain, as well as their body, more fit and healthy as they age. We are delighted to partner with Harrah's to help people understand Alzheimer's, to find assistance and resources, and to learn how to maintain their brain." "We are pleased to join the Alzheimer's Association in this groundbreaking new initiative," said Gary Loveman, president and CEO of Harrah's Entertainment. "The Alzheimer's Association has had a tremendous impact on advancing research and state-of-the-art care for people suffering from Alzheimer's. Harrah's is excited about the opportunity to be a part of the Association's efforts to increase awareness of the disease and healthy aging overall." The collaboration will develop and publish a consumer education portfolio of print, audio and video materials on Alzheimer's disease, its prevention, diagnosis, treatment and care. The two organizations also will conduct a five-year initiative of community awareness, leadership development and service enhancement in Alzheimer care and support programs through the Association's nationwide network of chapters and local offices. "Everyone relies on the Alzheimer's Association to be the leading edge resource for information on this disease, as well as guidelines for quality of care and day-to-day coping," said Goldberg. "We are thrilled to work with Harrah's to bring this information to communities across the country." The collaboration also includes Leadership Grants to support innovative programming in local communities by Alzheimer's Association chapters. Recipients of the Leadership Grants will be announced next spring. The Harrah's Foundation is a 501 (c)(3) non-profit corporation that provides charitable contributions to qualifying organizations in the communities where employees of Harrah's Entertainment, Inc., and its subsidiaries live and work. Founded 66 years ago, Harrah's Entertainment, Inc. owns or manages through various subsidiaries 28 casinos in the United States, primarily under the Harrah's brand name. Harrah's Entertainment is focused on building loyalty and value with its valued customers through a unique combination of great service, excellent products, unsurpassed distribution, operational excellence and technology leadership. More information about Harrah's is available at http://www.harrahs.com/. The Alzheimer's Association is the world leader in Alzheimer research and support. Through its national network of advocates and chapters, it advances research, improves services and care, creates awareness of Alzheimer's disease and mobilizes support. The Association's vision is a world without Alzheimer's disease. More information about the Association is available at http://www.alz.org/. http://www.newscom.com/cgi-bin/prnh/20021220/LAF055LOGO http://photoarchive.ap.org/ DATASOURCE: Harrah's Entertainment, Inc. CONTACT: Kathryn Kane of Alzheimer's Association, +1-312-335-4031, ; or Gary Thompson of Harrah's Entertainment, +1-702-407-6529, Web site: http://www.alz.org/ Web site: http://www.harrahs.com/

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