Susan Watson and Michelle Rooks founded Daughters Against Alzheimer’s (DAA) with a shared purpose born from love, loss, and the fierce belief that daughters can help change the future. Inspired by their own mothers’ Alzheimer’s journeys, they set out to transform heartbreak into action — and to rally a community determined to make sure fewer families face this disease.

In the fall of 2017, they launched what would become one of Atlanta’s most spirited and impactful fundraising events: Battle for the Brain – A Lip Sync Competition. What began as a bold idea between two daughters quickly evolved into a movement defined by creativity, hope, and the unwavering power of people coming together for a cause bigger than themselves.

In alignment with the National Institute on Aging (NIA) and the National Plan to Address Alzheimer’s Disease (NAPA), Daughters Against Alzheimer’s proudly supports national efforts to prevent future cases of Alzheimer’s and to improve the lives of the millions already affected. Their commitment has fueled groundbreaking research at Emory University’s Goizueta Alzheimer’s Disease Research Center, where world-renowned doctors and scientists are advancing early detection, treatment innovation, and the science needed to one day stop this disease before it starts.

Through Battle for the Brain and the growing DAA community, Susan and Michelle have created a space where people can laugh, perform, cheer, and fight back with joy — a space that removes stigma, ignites conversation, and reminds families that they are not alone.

What began with two daughters and two mothers has sparked a movement of thousands. And with the power of collective impact, we know the day will come when we can proudly say we #ForgetALZ — forever.