Copernicus04.02.2012 (1)

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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


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


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


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%


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 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%


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Overview

Background



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

25

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




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




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?

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