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Copernicus04.02.2012 (1)

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  • 1. The Alzheimer‟s Association2011 Awareness and Concern Tracking ReportNorthern California and Northern Nevada Presented Wednesday, April 4 Patty Guinto, director, Communications 0
  • 2. OverviewBackgroundAlzheimer‟s disease awarenessAlzheimer‟s Association awarenessCommunication effectivenessMessagingConclusion1
  • 3. Strategic Objective FY12-14: Increase concern and awareness – Double unaided awareness of the Alzheimer’s Association among the media target Champion audience (45+) – Measurably increase the level of concern about Alzheimer’s among the target General Population (35+) 2
  • 4. BackgroundThis is the third concern and awareness study–First study was in 2006–Second study was in 2009The Alzheimer‟s Association made significant progress 2006-2011.–Unaided awareness as an Alzheimer’s organization has doubled amongChampions (5% to 10%) and has increased in the general population (5%to 8%).–The level of concern about Alzheimer’s has increased significantly.–Awareness of key Alzheimer’s Association messages has also increased.Perceptions of the Alzheimer’s Association are very strong and haveimproved dramatically between 2006 and todayThere is still work to be done.–Compared to that of other major health charity organizations, awarenessof the Alzheimer’s Association remains low. 3
  • 5. Methodology• A total of 2,880 respondents were interviewed across America. – 1,003 were Champions (45-59) – 1,877 were General Population (35+), including 423 who were 65+• A total of 338 were interviewed in Northern California and Northern Nevada (first time this year) – Focused on San Francisco-Oak-San Jose, Sacramento-Stockton- Modesto, Reno, and Monterey-Salinas DMAs – Of this population, 43% is 35 to 49.• Interviews were conducted online and were ~20 minutes in length.• The data was weighted to ensure demographic representation of the qualifying populations.• Data were collected between July 16 and August 7, 2011.• Purpose: establish benchmarks for comparison in future years. 4
  • 6. OverviewBackgroundAlzheimer‟s diseaseawarenessAlzheimer‟s Association awarenessCommunication effectivenessMessagingConclusion5
  • 7. Key Findings:• Concern about Alzheimer’s is relatively high in our Chapter – Alzheimers is second to cancer as the condition people most fear getting. – More than half are “generally” (i.e., as a public health issue) extremely / very concerned about Alzheimer’s. – Concern of loved ones getting Alzheimers is higher than concern of personally getting. – People feel strongly that the government should make finding a cure / treatment for Alzheimers a high priority. – Roughly half of residents agree with the statement: “You can die from Alzheimer’s.”6
  • 8. Personal Experience withAlzheimer‟s: General No. CA / Population No. NV Unweighted Base Size 2880 338 Know someone with Alzheimers 62% 60%Q24a. Do you know someone who has Alzheimer’s disease today, or did you knowsomeone who had it in the past7
  • 9. Familiarity of Alzheimer‟s disease: 73% of people in No. CA / No. NV are Very/Somewhat Familiar with Alzheimer‟s Disease. 77% 73% Very/Somewhat FamiliarNeither Familiar Nor Unfamiliar 15% 19% Very/Somewhat Unfamiliar 8% 8% General Pop. No. CA / No. NV Q1f. How familiar would you say that you are with Alzheimer’s disease? 8
  • 10. Conditions most afraid of getting:About 3 in 10 residents in No. CA / No. NV most fear getting Alzheimer„s. General No. CA / Population No. NV Cancer 41% 42% Alzheimer‟s 24% 29% 12% Heart Disease 8% Stroke 9% 7% Diabetes 5% 6% HIV/AIDS 4% 2% Something Else 6% 6%Q1c. Which of the following diseases or conditions are you most afraid of getting yourself? 9
  • 11. Concerns about Alzheimer‟s: General concern about Alzheimers disease is a little lower in No. CA / No. NV – this may be due to the relatively younger population of this region. General Population No. CA / No. NV I am very concerned that I might get Alzheimer’s disease 46% 42% I am worried about my loved ones getting Alzheimer’s 68% 66% I am very concerned that someone I care about might 66% 59% get Alzheimer’s disease I am more concerned about Alzheimer’s disease today 62% 53% than I was a few years ago I am very concerned about Alzheimer’s disease as a 60% 58% public health issueQ6. Please indicate how strongly you agree or disagree with each of the following statements bychoosing a response from the 5-point scale shown below 10
  • 12. General No. CA /How would Population No. NVyou distribute$100 to health $46 Cancer $49charitiesfighting… Alzheimer‟s $22 Alzheimer‟s is the $21 second highest “would donate to” Heart Disease $10 $7 $3 $2 cause after cancer in Stroke Diabetes $7 $8 No. CA / No. NV. $4 $6 HIV/AIDS Something Else $7 $8Q1e. If you had $100 that you could donate to health charities that fight the following diseases, howwould you personally choose to donate the $100. 11
  • 13. OverviewBackgroundAlzheimer‟s disease awarenessAlzheimer‟s AssociationawarenessCommunication effectivenessMessagingConclusion12
  • 14. Key Findings:Over a quarter of the population of No. CA / No. NV is aware of theAlzheimer‟s Association. –Unaided awareness of the Alzheimer’s Association amongst health charities is low. –The Alzheimer’s Association is the most recognized of the organizations in fighting Alzheimer’s (both aided and unaided).Among health charities, the American Cancer Society and theAmerican Heart Association are most frequently recalled in No.CA / No. NV.As is seen with the General Population, those in No. CA / No. NVwho are aware of the Alzheimer‟s Association have excellentperceptions of the organization. –Residents agree that the Alzheimer’s Association is doing an excellent job with: • Funding Alzheimer’s research • Helping to fight against Alzheimer’s • Providing needed support to those affected by Alzheimer’s13
  • 15. Unaided awareness of health charityorganizations: General Population No. CA / No. NV American Cancer Society 21% 27% 13% 10%The Alzheimer‟s American Heart 10% 5%Association was Association 13% 13%mentioned by 3% Susan G. Komen for the 6% 4%residents in No. Cure 6% 10%CA / No. NV on an St. Jude Childrens 7% 5% Research Hospital 7% 6%unaided basis.The American American Diabetes Association 1% 4% 1% 3%Cancer Society is 0% 1%by far the most Alzheimers Association 1% 2%commonly National Multiple 0% First Top 1% First Topmentioned Sclerosis Society 2% of Mind 1% of Mind Other Toporganization. Leukemia and 0% of Mind 0% Other Top Lymphoma Society 1% 3% of Mind Q1a. Please think about health charity organizations that support research, help provide and enhance care and support, build disease awareness and provide tips to reduce risks of different diseases. Which health charity organization comes to mind first? 14
  • 16. Aided awareness of health charityorganizations: American Heart Association 94% 94%The American Heart 96%Association and American Cancer Society 95%American Cancer St. Jude Childrens 92%Society are widely Research Hospital 86%recognized in No. CA / American Diabetes 83% Association 80%No. NV on an aidedbasis. About one Susan G. Komen for the Cure 75% 75%quarter are aware of National Multiple Sclerosis 55%the Alzheimer‟s Society 55%Association. Leukemia and Lymphoma 38% Society 39% Gen Pop Alzheimers Association 25% NNCA/NV 27%Q7b. Which, if any, of the following organizations involved in the fight againstAlzheimer‟s disease have you heard of? And which of the following other health relatedcharities are you aware of?15
  • 17. Unaided awareness of Alzheimer‟sorganizations: 8%The Alzheimer‟s Alzheimers Association 7%Association is themost recalledorganization involved 1% AARPin the fight against 0%Alzheimer‟s – 7% ofthe population in No. Alzheimers Foundation of 3%CA / No. NV is aware America 3%of the association onan unaided basis. 1% Gen Pop Alzheimers Society 0% NNCA/NVQ7a. Which, if any, organizations involved in the fight against Alzheimer‟s disease haveyou heard of?16
  • 18. Aided awareness of Alzheimer‟sorganizations: Alzheimers Association 25%In No. CA / No. NV, the 27%Alzheimer‟s Alzheimers Foundation of 15%Association is the America 2%most recognized Alzheimers Research Fund 14% 14%organization in fight Alzheimers Researchagainst Alzheimer‟s on Institute 12% 15%an aided basis. Fisher Center for 2% Alzheimers Research 11% Lou Rovo Center for Brain 1% Health 2% Alzheimers Disease 3% International 4% Gen Pop Cure Alzheimers Fund 3% NNCA/NV 5%Q7b. Which, if any, of the following organizations involved in the fight againstAlzheimer‟s disease have you heard of?17
  • 19. Aided awareness of Walk to EndAlzheimer‟s:Aided awareness of the Alzheimers Walk stands at 11% amongthose in No. CA / No. NV. General Population No. CA / No. NV 11% 9%Q17a_2. Have you heard of Walk to End Alzheimer‟s?18
  • 20. OverviewBackgroundAlzheimer‟s disease awarenessAlzheimer‟s disease awarenessCommunicationeffectivenessMessagingConclusion19
  • 21. Key Findings:Across the board, promotional activities are effective and have apositive impact on increasing awareness and concern aboutAlzheimer’s.In some cases, only a small number of respondents in No.CA / No. NVhad actually been exposed to promotional materials. – More than twice as many people in No.CA / No. NV had seen “Stolen” as had seen “Walk to End.” – A small percent of the population in No.CA / No. NV has seen the Alzheimer’s Facts and Figures report. – However, 11% of No. CA / No. NV residents are aware of the “Walk to End Alzheimer’s” on an aided basis.20
  • 22. Percent recall of Advertising:In No. CA / No. NV more than twice as many people have seen“Stolen” as have seen “Walk to End Alzheimer‟s” Walk to End Alzheimer‟s Stolen General Population 8% General Population 15% No. CA / No. NV 6% No. CA / No. NV 15% Q19 & Q20. Do you remember seeing this ad in the past?21
  • 23. Awareness of WAD and Facts & Figures:About 10% of No. CA / No. NV have heard of WADOnly 1% of No. CA / No. NV is aware of Facts and Figures Report. World Alzheimer‟s Day Facts & Figures General Population 5% General Population 1% No. CA / No. NV 10% No. CA / No. NV 1% Q22b. Have you heard of World Alzheimer‟s Day? Q22c. Have you ever seen the Alzheimer‟s Association Facts and Figures Report?22
  • 24. Awareness of Maria Shriver Report:5% of No. CA / No. NV residents had read the Maria Shriver report. General population No. CA / No. NV I am aware of the report, but have not read it 10% 12% I am aware of the report, and 5% have read it 1% Q22e. Are you aware of The SHRIVER Report: A Woman’s Nation Takes on Alzheimer’s? The report is a study by Maria Shriver and the Alzheimer‟s Association which comprehensively details the various facets of the disease.23
  • 25. Social networks belong to/participate in:Overall, Facebook is widely used. General No. CA / No. Population NV Facebook 68% 71% YouTube 21 17 LinkedIn 17 25 Twitter 16 14 Classmates 11 11 MySpace 11 10 Flickr 2 3 None of these 25 23Q26.Do you belong to or participate in any of the following social networking sites?24
  • 26. Liked or joined Alzheimer‟s Associationon Facebook:1% of respondents from No. CA / No. NV “Liked” or “Joined” theWalk to End Alzheimer‟s page on Facebook. General No. CA / No. Population NV Base Size 2880 338 Alzheimer’s Association Page 2% 2% Walk to End Alzheimer’s Page 2 1 Alzheimer’s Association Local Chapter 1 2 Pages Alzheimer’s Impact Movement 0 0Q27a.Have you “liked” or joined any of the following Alzheimer‟s related pages onFacebook?25
  • 27. OverviewBackgroundAlzheimer‟s disease awarenessAlzheimer‟s disease awarenessCommunication effectivenessMessagingConclusion26
  • 28. Key Findings:• Messages about the rate of Alzheimer’s diagnosis and Alzheimers as a leading cause of death are most compelling to the General Population.• These include: – “There is a new case of Alzheimer’s disease in the US every 69 seconds” – “The number of people with Alzheimer’s or another dementia is expected to nearly double by 2030 to 65.7 and triple in 2050 to 115.4” – “Alzheimer’s disease is one of the top 10 leading causes of death with no way to prevent, cure, or treat it”27
  • 29. Level of awareness message: The rate at which new Alzheimer‟s cases are diagnosed and the extent to which it will grow resonate with the General Population. High Moderate Low • 10 million (or 1 in 8) baby • There is a new case of Alzheimer’s disease in the US boomers will develop Alzheimer’s every 69 seconds disease • Alzheimer’s disease is the 6th leading cause of death in • 5.4 million Americans have the USImpact on Key Supporting Attitudes and Behaviors Alzheimer’s disease • Alzheimer’s disease is responsible for 183 billion High • Alzheimer’s disease is one of the dollars in annual costs in the US top 10 leading causes of death • 36 million people worldwide are living with Alzheimer’s with no way to prevent, cure, or and dementia treat it • Worldwide, the economic cost of dementia was US • The number of people with $604 billion in 2010 Alzheimer’s or another dementia is expected to nearly double by Key Message Opportunities 2030 to 65.7 and triple in 2050 to • Alzheimer’s Disease kills more people each year than 115.4 prostate cancer and breast cancer combined • The diagnostic criteria for Alzheimer’s disease was recently updated for the first time in 30 years Mod. • 78 million American baby boomers are reaching the age of greatest risk for developing Alzheimer’s and dementia Low • There are 15 million family and other unpaid caregivers of people with Alzheimer’s disease in the US 28
  • 30. OverviewBackgroundAlzheimer‟s disease awarenessAlzheimer‟s disease awarenessCommunication effectivenessMessagingConclusion29
  • 31. Strategic Implications:• Doubling unaided awareness will be a challenge in our Chapter – Currently at 3% unaided awareness among health charities and 8% unaided awareness among Alzheimer’s organizations (Chapter) – National data shows a doubling of unaided awareness of Alzheimer’s organizations from 5% to 10% only in a very narrow audience 2006-2011.• The opportunity for growth in awareness is huge – Alzheimer’s is a condition that many are very concerned about and willing to support. – Overall, the messaging strategy and other tactics have been highly effective with those who have been reached. – Key messages, advertising, and other programs substantially increased concern and awareness. – However, few recall seeing the Association’s advertising or messages – The data provide a compass for messaging and tactics moving forward (i.e. emphasizing caregivers, specific key messages etc.)• More effort/resources to broaden our base – “Anything that can be done to increase these efforts will only serve to further boost awareness and concern about Alzheimers.” – Investment in advertising (up this year), media relations (ongoing), social media (up this year) and community outreach (ongoing, physician outreach etc.) 30
  • 32. Questions?31

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