Harrah's Entertainment Joins Alzheimer's Association to Urge Everyone to Maintain Your Brain

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, [phone],

; or Gary Thompson of Harrah's Entertainment,

[phone], 



Web site:  http://www.alz.org/ 

Web site:  http://www.harrahs.com/ 

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