Brits are being urged to start the New Year by focusing on their brain health, as Alzheimer’s Research UK unveils a new brain-teasing picture puzzle – created to encourage people to take simple steps that could help protect their cognitive wellbeing.

This matters because regularly challenging our brain builds our cognitive reserve, which helps protect our brain health as we age, lowers our risk of memory and thinking problems and the risk of developing dementia.

The launch coincides with new consumer research that shows traditional ‘brain teaser’ activities such as crosswords and Sudoku are falling out of favour.

The research found that only three in 10 (30%)1 Brits regularly take part in these kinds of activities in their free time, and that three in 10 people (32%)2 recognise that they now do them less frequently than they did a decade ago.

Over seven in 10 Brits (71%)3 have periods of free time on public transport that they use in a variety of ways4. While four in 10 people (42%) do brain-challenging puzzles and three in 10 people (32%) choose to read books, nearly seven in 10 (67%) of people also turn to passive pursuits such as scrolling on their phones or watching shows (28%).

This January, the charity is calling on people to identify pockets of free time, such as their daily commute, to challenge their brains and support long-term brain health. The travel-themed picture puzzle forms part of their Think Brain Health campaign.

Designed by artist Chris Bishop and released with support from Great Western Railway the puzzle hides picture clues of well-known railway stations. Spotting a few of the stations is relatively easy, but finding all 40 stations offers more of a test.

“Research suggests that there are steps we can all take to protect our brain health and build our cognitive reserve, making our brains more resilient no matter what age we start,” said Dr Jacqui Hanley, Head of Research at Alzheimer’s Research UK.

“If someone with a high cognitive reserve develops dementia, studies have found that they typically experience Alzheimer’s symptoms around five years later than those who don’t regularly challenge their brains. It’s never too early to make positive lifestyle changes, and this brain-teasing puzzle is a great way to introduce brain challenges into your daily routine.

“If nothing changes, one in two of us will be directly affected by dementia – either by developing the condition ourselves, caring for someone with it, or both. Through awareness activities like the Think Brain Health campaign, that inspire people to take action for their brain health, we will reach a future where fewer people develop dementia in the first place.”

Research shows that up to 45%5 of dementia cases may be linked to factors people can influence. Despite this, awareness remains low. According to research from Alzheimer’s Research UK, only four in 10 people (39%)6 know it’s possible to reduce the risk of developing dementia – far behind public understanding of risk reduction for diabetes (78%), heart disease (71%) and stroke (58%).

Dan Panes, Head of External Communications at Great Western Railway, said: “We are delighted to support Alzheimer’s Research UK with the launch of this initiative.

Train travel gives people the freedom to use their journey time however they choose – whether that’s catching up on work, reading a book, or giving their brain a healthy workout with a puzzle like this.

“This puzzle had some of our colleagues scratching their heads! It’s a brilliant way to make your journey time count. We hope passengers enjoy the challenge as much as we did.”

The charity’s Think Brain Health campaign invites people to explore their brain healthy habits and discover personalised tips on how to look after their brain using the Think Brain Health Check-in. The recommendations are centred around the three pillars of brain health: love your heart; stay sharp; and keep connected. More than 750,000 people have completed the Check-in since its launch in 2023.

The Think Brain Health picture puzzle can be found here: alzheimersresearchuk.org/brain-health-check-in/picture-puzzle/

Take the Think Brain Health Check-in here: alzheimersresearchuk.org/brain-health/check-in