Michelle Rooks and Susan Watson founded Daughters Against Alzheimer’s (DAA) with a shared purpose born from love, loss, and the unwavering belief that daughters can help change the future. Inspired by their mothers’ Alzheimer’s journeys, they transformed heartbreak into action — determined to ensure fewer families experience the devastation of this disease.

In 2017, they launched what would become one of Atlanta’s most dynamic and impactful philanthropic events: Battle for the Brain – A Lip Sync Competition. What began as a bold idea between two daughters has grown into a movement that has raised more than $9 million for Alzheimer’s research — including over $2.1 million in 2026 alone.

Aligned with the national goals of the National Institute on Aging (NIA) and the National Plan to Address Alzheimer’s Disease (NAPA), DAA is focused on accelerating early detection, advancing innovative treatment strategies, and ultimately preventing future cases of Alzheimer’s. Through their strategic partnership with Emory University’s Goizueta Alzheimer’s Disease Research Center, DAA funding directly supports world-renowned physicians and scientists working at the forefront of blood-based biomarkers, early diagnosis, and translational research breakthroughs.

But beyond the dollars raised, Susan and Michelle have built something equally powerful — a community. Through Battle for the Brain and the growing DAA family, they have created a space where joy fuels purpose, where stigma is replaced with conversation, and where people can channel creativity, generosity, and heart into real progress.

What began with two daughters honoring two mothers has become a movement of thousands.

And together, with momentum on our side, we are moving closer to the day we can proudly say we #ForgetALZ — forever.