Alzheimer's Association
The Alzheimer’s Association engaged with Qorvis Communications to design and execute a public affairs campaign to increase awareness about the prevalence and cost of the disease, particularly with policymakers, and grow support for increased Alzheimer's research funding.
Alzheimer’s disease, the only leading cause of death without a way to cure, prevent, or slow, is devastatingly common...and the most expensive disease in America. The 2014 fiscal budget devoted only a quarter of the money that researchers have said they need annually to find prevention and treatment options for Alzheimer’s by 2025. The Alzheimer’s Association needed a public affairs campaign to increase awareness about the prevalence and cost of the disease, particularly with policymakers, and grow support for increased Alzheimer's research funding.
APPROACH
- Conduct market research among Beltway policy influencers to guide targeted messaging.
- Develop multi-year strategic paid media campaign including TV, print, radio, OOH and digital advertisements tailored for those same influencers using data-driven messaging.
- Write and place opinion editorials in national and policy-focused media outlets from Association, former governmentofficials, and other key influentials.
- Pitch key Beltway media and health policy reporters with Association reps and scientists.
- Launch a digital strategy (paid and organic) with real-time adjustments and targeting at Appropriations committee members.
Click here to watch the award-winning “Money Brain” TV commercial.
Through our work, continuing increases in Alzheimer’s research funding has been critical to providing affected families with the level of care they need and the support they deserve. This funding has enabled studies that explore the creation of quality care standards and efficient methods of delivery.
- Persuaded lawmakers to approve over $125 million in new research funding during first 4 months of campaign; In under a year, Congress passed an historic 60% increase in Alzheimer’s research funding; In 2017 and 2018, Congress approved increases of more than $400M in funding each year, marking four consecutive years Congress approved historic funding increases for Alzheimer’s, bringing the annual funding total to $2.3B per year.
- Delivered more than half a billion earned media impressions, including both Beltway and national coverage.
- More than 33% of DC Beltway elites now select Alzheimer’s as their “first choice” for funding priorities – a significant increase from just 20% in 2014.
- 85% of Beltway elites surveyed now say the government should spend more on Alzheimer’s.
- The number of Beltway elites who now report being “extremely” or “very” concerned about Alzheimer's disease over the course of the Beltway campaign has increased from 54% to 82%.
- The ALZ Association’s favorability is rapidly increasing – from 64% in 2014 to nearly 80% in 2018…while top of mind awareness of the Association among all disease organizations has increased 9 points.
Work
