Post on 11-Jul-2015
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The Alzheimer‟s Association
2011 Awareness and Concern Tracking ReportNorthern California and Northern Nevada
Presented Wednesday, April 4
Patty Guinto, director, Communications
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Overview
BackgroundAlzheimer‟s disease awareness
Alzheimer‟s Association awareness
Communication effectiveness
Messaging
Conclusion
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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+)
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Background
This is the third concern and awareness study
–First study was in 2006
–Second study was in 2009
The Alzheimer‟s Association made significant progress 2006-2011.
–Unaided awareness as an Alzheimer’s organization has doubled among
Champions (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 have
improved dramatically between 2006 and today
There is still work to be done.
–Compared to that of other major health charity organizations, awareness
of the Alzheimer’s Association remains low.
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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.
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Overview
Background
Alzheimer‟s disease
awarenessAlzheimer‟s Association awareness
Communication effectiveness
Messaging
Conclusion
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Key Findings:
• Concern about Alzheimer’s is relatively high in our Chapter
– Alzheimer's 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 Alzheimer's is higher than
concern of personally getting.
– People feel strongly that the government should make finding a
cure / treatment for Alzheimer's a high priority.
– Roughly half of residents agree with the statement: “You can
die from Alzheimer’s.”
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Personal Experience with
Alzheimer‟s:
General
Population
No. CA /
No. NV
Unweighted Base Size 2880 338
Know someone with Alzheimer's 62% 60%
Q24a. Do you know someone who has Alzheimer’s disease today, or did you know
someone who had it in the past
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Familiarity of Alzheimer‟s disease: 73% of people in No. CA / No. NV are Very/Somewhat
Familiar with Alzheimer‟s Disease.
8% 8%
15% 19%
77% 73%
General Pop. No. CA / No. NV
Very/Somewhat Familiar
Neither Familiar Nor Unfamiliar
Very/Somewhat Unfamiliar
Q1f. How familiar would you say that you are with Alzheimer’s disease?
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Conditions most afraid of getting:About 3 in 10 residents in No. CA / No. NV most fear getting Alzheimer„s.
Q1c. Which of the following diseases or conditions are you most afraid of getting yourself?
6% 6%
4% 2%
5% 6%
9% 7%
12%
8%
24%29%
41% 42%Cancer
Alzheimer‟s
Heart Disease
Stroke
Diabetes
HIV/AIDSSomething Else
No. CA /
No. NV
General
Population
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Concerns about Alzheimer‟s:General concern about Alzheimer's disease is a little lower in No. CA /
No. NV – this may be due to the relatively younger population of this
region.
Q6. Please indicate how strongly you agree or disagree with each of the following statements by
choosing a response from the 5-point scale shown below
42%
66%
59%
53%
58%
46%
68%
66%
62%
60%
I am very concerned that I might get Alzheimer’s disease
I am worried about my loved ones getting Alzheimer’s
I am very concerned that someone I care about might
get Alzheimer’s disease
I am more concerned about Alzheimer’s disease today than I was a few years ago
I am very concerned about Alzheimer’s disease as a
public health issue
No. CA / No. NVGeneral Population
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How would
you distribute
$100 to health
charities
fighting…
Alzheimer‟s is the
second highest
“would donate to”
cause after cancer in
No. CA / No. NV.
Q1e. If you had $100 that you could donate to health charities that fight the following diseases, how
would you personally choose to donate the $100.
$7 $8
$4 $6
$8 $7
$3 $2
$10 $7
$22 $21
$46 $49 Cancer
Alzheimer‟s
Heart DiseaseStroke
Diabetes
HIV/AIDS
Something Else
No. CA /
No. NV
General
Population
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Overview
Background
Alzheimer‟s disease awareness
Alzheimer‟s Association
awarenessCommunication effectiveness
Messaging
Conclusion
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Key Findings: Over a quarter of the population of No. CA / No. NV is aware of the
Alzheimer‟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 the
American Heart Association are most frequently recalled in No.
CA / No. NV.
As is seen with the General Population, those in No. CA / No. NV
who are aware of the Alzheimer‟s Association have excellent
perceptions 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’s
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Unaided awareness of health charity
organizations:
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?
21%
10%
6%
7%
1%
0%
0%
0%
13%
13%
6%
7%
4%
1%
2%
1%
American Cancer Society
American Heart Association
Susan G. Komen for the Cure
St. Jude Children's Research Hospital
American Diabetes Association
Alzheimer's Association
National Multiple Sclerosis Society
Leukemia and Lymphoma Society
First Top of Mind
Other Top of Mind
27%
5%
4%
5%
1%
1%
1%
0%
10%
13%
10%
6%
3%
2%
1%
3%
First Top of Mind
Other Top of Mind
No. CA / No. NVGeneral Population
The Alzheimer‟s
Association was
mentioned by 3%
residents in No.
CA / No. NV on an
unaided basis.
The American
Cancer Society is
by far the most
commonly
mentioned
organization.
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Aided awareness of health charity
organizations:
Q7b. Which, if any, of the following organizations involved in the fight against
Alzheimer‟s disease have you heard of? And which of the following other health related
charities are you aware of?
94%
96%
92%
83%
75%
55%
38%
25%
94%
95%
86%
80%
75%
55%
39%
27%
American Heart Association
American Cancer Society
St. Jude Children's Research Hospital
American Diabetes Association
Susan G. Komen for the Cure
National Multiple Sclerosis Society
Leukemia and Lymphoma Society
Alzheimer's Association
Gen Pop
NNCA/NV
The American Heart
Association and
American Cancer
Society are widely
recognized in No. CA /
No. NV on an aided
basis. About one
quarter are aware of
the Alzheimer‟s
Association.
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Unaided awareness of Alzheimer‟s
organizations:
Q7a. Which, if any, organizations involved in the fight against Alzheimer‟s disease have
you heard of?
8%
1%
3%
1%
7%
0%
3%
0%
Alzheimer's Association
AARP
Alzheimer's Foundation of America
Alzheimer's Society
Gen Pop
NNCA/NV
The Alzheimer‟s
Association is the
most recalled
organization involved
in the fight against
Alzheimer‟s – 7% of
the population in No.
CA / No. NV is aware
of the association on
an unaided basis.
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Aided awareness of Alzheimer‟s
organizations:
Q7b. Which, if any, of the following organizations involved in the fight against
Alzheimer‟s disease have you heard of?
25%
15%
14%
12%
2%
1%
3%
3%
27%
2%
14%
15%
11%
2%
4%
5%
Alzheimer's Association
Alzheimer's Foundation of America
Alzheimer's Research Fund
Alzheimer's Research Institute
Fisher Center for Alzheimer's Research
Lou Rovo Center for Brain Health
Alzheimer's Disease International
Cure Alzheimer's Fund
Gen Pop
NNCA/NV
In No. CA / No. NV, the
Alzheimer‟s
Association is the
most recognized
organization in fight
against Alzheimer‟s on
an aided basis.
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Aided awareness of Walk to End
Alzheimer‟s:Aided awareness of the Alzheimer's Walk stands at 11% among
those in No. CA / No. NV.
Q17a_2. Have you heard of Walk to End Alzheimer‟s?
9%11%
No. CA / No. NVGeneral Population
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Overview
Background
Alzheimer‟s disease awareness
Alzheimer‟s disease awareness
Communication
effectivenessMessaging
Conclusion
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Key Findings:
Across the board, promotional activities are effective and have a
positive impact on increasing awareness and concern about
Alzheimer’s.
In some cases, only a small number of respondents in No.CA / No. NV
had 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.
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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”
Q19 & Q20. Do you remember seeing this ad in the past?
15%
15%
No. CA / No. NV
General Population
6%
8%
No. CA / No. NV
General Population
StolenWalk to End Alzheimer‟s
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Awareness of WAD and Facts & Figures:About 10% of No. CA / No. NV have heard of WAD
Only 1% of No. CA / No. NV is aware of Facts and Figures Report.
Q22b. Have you heard of World Alzheimer‟s Day?
Q22c. Have you ever seen the Alzheimer‟s Association Facts and Figures Report?
1%
1%
No. CA / No. NV
General Population
10%
5%
No. CA / No. NV
General Population
Facts & FiguresWorld Alzheimer‟s Day
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1%5%
12%10%
I am aware of the report, but have not read it
I am aware of the report, and have read it
Awareness of Maria Shriver Report:5% of No. CA / No. NV residents had read the Maria Shriver report.
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.
No. CA / No. NVGeneral population
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Social networks belong to/participate in:Overall, Facebook is widely used.
Q26.Do you belong to or participate in any of the following social networking sites?
General
Population
No. CA / No.
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 23
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Liked or joined Alzheimer‟s Association
on Facebook:1% of respondents from No. CA / No. NV “Liked” or “Joined” the
Walk to End Alzheimer‟s page on Facebook.
Q27a.Have you “liked” or joined any of the following Alzheimer‟s related pages on
Facebook?
General
Population
No. CA / No.
NV
Base Size 2880 338
Alzheimer’s Association Page 2% 2%
Walk to End Alzheimer’s Page 2 1
Alzheimer’s Association Local Chapter
Pages 1 2
Alzheimer’s Impact Movement 0 0
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Overview
Background
Alzheimer‟s disease awareness
Alzheimer‟s disease awareness
Communication effectiveness
Messaging Conclusion
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Key Findings:
• Messages about the rate of Alzheimer’s diagnosis and Alzheimer's
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”
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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 LowModerate
• 10 million (or 1 in 8) baby
boomers will develop Alzheimer’s
disease
• 5.4 million Americans have
Alzheimer’s disease
• Alzheimer’s disease is one of the
top 10 leading causes of death
with no way to prevent, cure, or
treat it
• 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
• There is a new case of Alzheimer’s disease in the US
every 69 seconds
• Alzheimer’s disease is the 6th leading cause of death in
the US
• Alzheimer’s disease is responsible for 183 billion
dollars in annual costs in the US
• 36 million people worldwide are living with Alzheimer’s
and dementia
• Worldwide, the economic cost of dementia was US
$604 billion in 2010
• Alzheimer’s Disease kills more people each year than
prostate cancer and breast cancer combined
• The diagnostic criteria for Alzheimer’s disease was
recently updated for the first time in 30 years
• 78 million American baby
boomers are reaching the age of
greatest risk for developing
Alzheimer’s and dementia
• There are 15 million family and other unpaid caregivers
of people with Alzheimer’s disease in the US
High
Mod.
Low
Imp
ac
t o
n K
ey
Su
pp
ort
ing
Att
itu
de
s a
nd
Be
ha
vio
rs
Key Message Opportunities
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Overview
Background
Alzheimer‟s disease awareness
Alzheimer‟s disease awareness
Communication effectiveness
Messaging
Conclusion
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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 Alzheimer's.”
– Investment in advertising (up this year), media relations (ongoing), social media (up this
year) and community outreach (ongoing, physician outreach etc.)
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Questions?