1. The Alzheimer‟s Association
2011 Awareness and Concern Tracking Report
Northern California and Northern Nevada
Presented Wednesday, April 4
Patty Guinto, director, Communications
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2. Overview
Background
Alzheimer‟s disease awareness
Alzheimer‟s Association awareness
Communication effectiveness
Messaging
Conclusion
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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+)
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4. 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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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.
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6. Overview
Background
Alzheimer‟s disease
awareness
Alzheimer‟s Association awareness
Communication effectiveness
Messaging
Conclusion
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7. 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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8. Personal Experience with
Alzheimer‟s:
General No. CA /
Population 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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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 Familiar
Neither 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?
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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?
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11. 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.
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 issue
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
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12. General No. CA /
How would Population No. NV
you distribute
$100 to health $46
Cancer $49
charities
fighting…
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 $8
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.
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13. Overview
Background
Alzheimer‟s disease awareness
Alzheimer‟s Association
awareness
Communication effectiveness
Messaging
Conclusion
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14. 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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15. Unaided awareness of health charity
organizations: 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 Children's 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 Alzheimer's Association
1% 2%
commonly National Multiple 0% First Top 1% First Top
mentioned Sclerosis Society 2% of Mind 1% of Mind
Other Top
organization. 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?
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16. Aided awareness of health charity
organizations:
American Heart Association 94%
94%
The American Heart
96%
Association and American Cancer Society
95%
American Cancer St. Jude Children's 92%
Society are widely Research Hospital 86%
recognized in No. CA / American Diabetes 83%
Association 80%
No. NV on an aided
basis. 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
Alzheimer's Association 25% NNCA/NV
27%
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?
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17. Unaided awareness of Alzheimer‟s
organizations:
8%
The Alzheimer‟s Alzheimer's Association
7%
Association is the
most recalled
organization involved 1%
AARP
in the fight against 0%
Alzheimer‟s – 7% of
the population in No.
Alzheimer's Foundation of 3%
CA / No. NV is aware America 3%
of the association on
an unaided basis.
1% Gen Pop
Alzheimer's Society
0% NNCA/NV
Q7a. Which, if any, organizations involved in the fight against Alzheimer‟s disease have
you heard of?
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18. Aided awareness of Alzheimer‟s
organizations:
Alzheimer's Association 25%
In No. CA / No. NV, the 27%
Alzheimer‟s Alzheimer's Foundation of 15%
Association is the America 2%
most recognized Alzheimer's Research Fund 14%
14%
organization in fight
Alzheimer's Research
against Alzheimer‟s on Institute
12%
15%
an aided basis. Fisher Center for 2%
Alzheimer's Research 11%
Lou Rovo Center for Brain 1%
Health 2%
Alzheimer's Disease 3%
International 4% Gen Pop
Cure Alzheimer's Fund 3% NNCA/NV
5%
Q7b. Which, if any, of the following organizations involved in the fight against
Alzheimer‟s disease have you heard of?
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19. 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.
General Population No. CA / No. NV
11%
9%
Q17a_2. Have you heard of Walk to End Alzheimer‟s?
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20. Overview
Background
Alzheimer‟s disease awareness
Alzheimer‟s disease awareness
Communication
effectiveness
Messaging
Conclusion
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21. 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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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?
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23. 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.
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?
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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.
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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 23
Q26.Do you belong to or participate in any of the following social networking sites?
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26. 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.
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 0
Q27a.Have you “liked” or joined any of the following Alzheimer‟s related pages on
Facebook?
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27. Overview
Background
Alzheimer‟s disease awareness
Alzheimer‟s disease awareness
Communication effectiveness
Messaging
Conclusion
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28. 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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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 US
Impact 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
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30. Overview
Background
Alzheimer‟s disease awareness
Alzheimer‟s disease awareness
Communication effectiveness
Messaging
Conclusion
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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 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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32. Questions?
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