Alzheimer's Awareness Campaign Toolkit
This toolkit contains all the resources you need to extend the reach of our PSA campaigns (Some Things Come with Age and Warning Signs), including PSAs as well as social media assets in English and Spanish, and helpful tips to engage your partners and your community.
About the campaign
Close family members are typically the first to notice changes in their loved ones, but early signs of Alzheimer's often get dismissed as normal aging. The Alzheimer's Awareness PSA campaign encourages families to learn the differences between signs of Alzheimer’s and normal aging, and the benefits of an early diagnosis. Then, encourages them to have a conversation with their loved one, armed with the power of knowledge and understanding. The campaigns drive viewers to access resources on 10signs.org. Check out the materials below to learn more about these efforts.
Resources to amplify the campaign
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Campaign fact sheetA one-page fact sheet that includes background information about the campaign.
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Press ReleaseRead the press release from our latest creative launch, 'Warning Signs'.
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Live anouncer copy
Frequently Asked Questions
- What is the Alzheimer's Awareness campaign?
- Since 2019, the Ad Council and the Alzheimer’s Association have teamed up on the national Alzheimer’s Awareness early detection campaign. This effort seeks to educate close family members, those typically first to notice changes in their loved one’s behavior, on the early warning signs of Alzheimer’s and other dementias and the importance of benefits of early detection. Then, encourage them to have a conversation about the disease with their loved ones, armed with the power of knowledge and understanding.
- Who is the Alzheimer's Awareness campaign's target audience?
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Primary – Pre-Care Partners (Adults 35-54 with a parent, spouse, or loved one 55 and older)
Secondary – Those at risk for developing Alzheimer’s (individuals 55+) - How do I get copies and access the public service announcements for the campaign?
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All PSAs are available for preview and can be accessed by media supporters on our site.
To download our PSAs, you will be required to sign up for assets here and create a new username and password. You can browse and preview our PSAs by using our enhanced search functionality, including faceted search with new filter options. You can search by "Campaign", "Asset" and/or "Media Type." You can also use the advanced search or keyword search for more options. Once you find the PSAs you are interested in and you are ready to download you will be required to sign in using your username and password.
AdCouncil.org Features Include:
• TV, Radio, Online/Mobile, Print & Out Of Home formats available - including broadcast quality HD + SD TV spots
• Enhanced search functionality, including faceted search with new filter options
• Cart feature with options to download PSAs from cart, email PSAs from cart, or save PSAs to your FTP server
Once you access these files, you can use them for educational purposes or in donated media space and time. We would appreciate your help in encouraging media stations or websites to donate space for these ads. To help you with that process, we have some support materials available in the Media Outreach section. Please note: expired PSAs are NOT available for broadcast. - What are the Alzheimer's Awareness campaign objectives?
- Educate Pre-Care Partners on the differences between signs of Alzheimer’s and typical age-related changes, and the benefits of an early diagnosis. Then, encourage them to have a conversation about the disease with their loved one.
- What is happening in the Alzheimer’s Treatment Space?
- There is exciting progress in Alzheimer’s and dementia research. For the first time, new treatments change the course of the disease in a meaningful way for people in the early stages of Alzheimer's, making early diagnosis especially critical. New early diagnostic tests are also emerging. It is important for families to learn as much as possible about which drugs are available and to talk about treatment options with their loved one's doctor. Visit alz.org/navigating treatment for current information on navigating treatment options.
- What impact is the Alzheimer's Awareness campaign having?
- Since launch in June of 2019, the campaign has garnered over $140MM in donated media, and 7.2MM impressions. The campaign has driven over 4.3MM sessions to 10signs.org, where people have learned the 10 early warning signs of Alzheimer’s.
- How can I get involved with the Alzheimer's Awareness campaign?
- There are many ways to get involved. The Alzheimer’s Awareness Toolkit includes helpful information to encourage families and arms them with tools to have the important conversation. Additionally, sharing messages and social media content about Alzheimer’s on your channels is an easy and quick way to lend your support. For ideas on what to post, view our Social Toolkit.
- How can I learn more?
- Learn more about the 10 early warning signs at 10signs.org.
