Awareness Campaign .com



Awareness CampaignMedia Strategies & Techniques | Final ProjectBuild awareness. Spark a movement. Support a PONENTSPart 1Part 2Part 3Part 4Part 5ResearchMessage & BrandGoalsInverted PyramidLanding PageQuestionnaireBrand platformKey terms and phrases Core facts about causeCampaign objectives and desired outcomes5W’sPromotional copy Related linksImage, graphic or videoPart 6Part 7Part 8Part 9Part 10Social MediaOpinion PieceOnline adHtml EmailSummary & ConclusionsFacebook post Twitter postShort piece in your voice geared for placement on site or blogFacebook ad with goal of increasing visits to campaign siteGoal-based email to friends, family and colleaguesFinal thoughtsPART 1: RESEARCHWhat is your awareness campaign? What is the definition, history and general ideas and theories surrounding your public awareness issue?My awareness campaign will be focused on raising awareness regarding Alzheimer’s Disease & Dementia. The most common form of dementia, Alzheimer’s is a progressive mental deterioration due to the generalized deterioration of the brain. With more than 3 million cases in the US, Alzheimer’s is becoming more and more common. While the disease is medically manageable, there is currently no cure for Alzheimer’s.Through raising awareness, and in-turn fundraising more donations – research can continue to advance and (hopefully) find a cure.What do you want to make your audience aware of about this issue? Do you want to inform or persuade?I want my audience to become more educated on Alzheimer’s disease and its prevalence. I want to motivate my audience to share, to become a voice, and to donate. What are some of the statistics related to your public awareness?Alzheimer’s disease is the 6th leading cause of death in the USAn estimated 5.3 million Americans, of all ages, have Alzheimer’s disease1 in 9 American’s age 65+ has Alzheimer’s diseaseEvery 67 seconds someone in the US develops Alzheimer’s An estimated 473,000 Americans age 65+ will develop Alzheimer’s in 2015Alzheimer’s will rapidly escalate in the coming years as the “baby boom” generation continues to ageMore women than men have Alzheimer’s disease – About 2/3 of Americans with Alzheimer’s are womenTotal payments for heath care, long-term care, and hospice are estimated to be $226 billion in 2015 for people with Alzheimer’s disease and other dementias What solution would you implement to change the problems surrounding your public awareness campaign?Awareness: I would like to make information about Alzheimer’s disease more ubiquitous. Currently, there is a limited amount of information available and campaigns to increase awareness despite its prevalence. My goal/hope is to create a movement similar to that of Breast Cancer & Pink Ribbons. Increased Funding: I would like people to fundraise and donate money to Alzheimer’s research – I want people to understand that there is no cure for Alzheimer’s, which is why it is so important that we continue to raise funds for research. What organizations, business or individuals are working to change the problem and improve the issue? How do they approach their strategies? Give two examples.Alzheimer’s Association – world’s leading heath organization in Alzheimer’s care, support, & researchAlzheimer’s Foundation of America – dedicated to fighting Alzheimer’s & supporting patients Banner Alzheimer’s Institute – dementia advocacy & research Cure Alzheimer’s Fund – funds cutting edge research related to the diagnosis & treatment of Alzheimer’sCelebrity/ Public Figure Advocates: Seth Rogen, actor & comedian – created Hilarity for Charity, an educational campaign teaching younger people about Alzheimer’sGlen Campbell, country musician legend – diagnosed with Alzheimer’s in 2011 he has been public with his fight against the diseaseMaria Shriver, author & TV anchor – has testified in front of Congress about the effects of Alzheimer’s, wrote a children’s book to help young ones deal with a loved one’s diagnosis, and was involved in the documentary “The Alzheimer’s Project”Victor Garber, actor –an outspoken advocate for Alzheimer’s research and funding; is partnered with to raise awarenessHow will knowledge about this campaign help your audience make a difference? What can they do to get more involved in the issue?If people understand how serious and prevalent Alzheimer’s is and how quickly it is growing within the US, then hopefully they will be more inclined to take action – to donate, become a champion/advocate in the fight against Alzheimer’s, and/or participate in the Alzheimer’s Association Walk to End Alzheimer’s. What are some valid resources interesting and accurate information about this cause? List three.Alzheimer’s Association: Alzheimer’s Foundation of America: Cure Alzheimer’s Fund: Fisher Center for Alzheimer’s Research Foundation: University of WA Alzheimer’s Disease Research Center: Select an organization (or multiple organizations) that will benefit most from your messaging and efforts. This would be a group (or groups) you will direct audience members to for engagement, fundraising or volunteering.Name of OrganizationPurpose or Relationship to the Cause, Organization or MovementWebsite urlAlzheimer’s AssociationWorld’s leading health organization in Alzheimer’s care, support, and research National: Washington State Chapter: PART 2: MESSAGE & BRANDMultimedia CollectionUse Google images or other source to find a logo/wordmark affiliated with your cause, nonprofit organization or movement. If one does not exist – use a desired font style and create something simple using the campaign title. Place the image in the “Brand Platform” grid below.Use Google images, organization’s website or other source to collect about 6 images that illustrate and relate best to your cause, nonprofit organization or movement. (Save as jpegs)Place the images in the grid below + use these images for other aspects of your campaign (i.e. Facebook posts, landing page layout, html email layout, opinion piece)[Place jpegs of images in the grid below]Brand PlatformCause, Movement or Nonprofit logo or wordmark Campaign FontsHeaderSub-headerBody CopyHelvetica LightCampaign Color SchemePrimarySecondaryAccent(Eggplant)(White)(Pale Lavender)Key Words & PhrasesKey Words1-2 word “bullet points” that best illustrate the strengths of the cause, nonprofit or movement.Key Phrases3-8 word short statements or tags that summarize the unique aspects of the cause, nonprofit or movement.1) Alzheimer’s 1) Walk to End Alzheimer’s 2) Dementia 2) Alzheimer’s Association 3) Memory Loss3) Caring for those with Alzheimer’s 4) Alzheimer’s research 4) Treatment for Alzheimer’s 5) Alzheimer’s funding 5) Symptoms of Alzheimer’s Message ProfileHigh level profile of nonprofit organization, cause or movementName:Focus will be on the Nonprofit Organization: Alzheimer’s Association Purpose:To start a conversation with A35-54 about Alzheimer’s The Alzheimer’s Association is the world’s leading health organization in Alzheimer’s care, support, and researchAffiliated events, initiatives, fundraisersJune - Alzheimer’s & Brain Awareness Month June 20th – Alzheimer’s Association The Longest DayAugust – November – Walk to End Alzheimer’s November – National Alzheimer’s Disease & Awareness Month (NADAM)Digital assets of “main” organization, cause or movement (if applicable) [web and social media presence]Web url: Facebook url: Twitter url: Other…You Tube: Google +: Pinterest: Blog: Promotional assets[Current visibility – advertising, PR, awareness]How is the cause, nonprofit organization or movement currently promoted? What marketing tools and outreach is currently used?Non-profit organization Alzheimer’s Association is promoted through social media, their website, blogs, email marketing, news outlets (TV & online), display advertising, scientific journals, and PR efforts such as news segments and TV appearances. They also have an action campaign at for people to become champions for others living with Alzheimer’s disease – this is promoted by celebrity champions and through social media outlets and widgets. Core audienceWho are the people who will help meet the organization’s objectives or aid in raising awareness?Anyone who is at risk or has loved ones at risk and/or suffering from Alzheimer’s disease Core target market(s)What is the organization or cause geographic reach? What areas do they focus on for promotion and outreach?The Alzheimer’s Association works on a global, national, and local levelCurrently, there are over 70 Alzheimer’s Association chapters located throughout the US, making it accessible for people to get involved on a local level For the purpose of this campaign, I will be focusing primarily on Washington StateMain messages[Tag lines, popular affiliated phrases]What is the primary mission and vision of the organization?Alzheimer’s Association Vision: “A world without Alzheimer’s disease” Alzheimer’s Association Mission: “To eliminate Alzheimer’s disease through the advancement of research; to provide and enhance care and support for all affected; and to reduce the risk of dementia through the promotion of brain health.”Core StrengthsWhat unique attributes does this cause, organization or movement have that most appeals to supporters? The Alzheimer’s Association is the world’s leading voluntary health organization in Alzheimer’s care, support, and researchThey are recognized as a top large non-profit to work forCore Strengths Include: Enhancing Care & Support for all those affected by Alzheimer’s and other dementias24/7 HelplineRun 4,500+ support groupsProvide online resource House the nation’s largest library and resource center devoted to Alzheimer’s Advancing ResearchLargest non-profit funder of Alzheimer’s researchHold annual Alzheimer’s Association International Conference Publish scientific journal Alzheimer’s & DementiaAdvocating Leading voice in advocacy, fighting for critical research, prevention, and care initiatives at state and federal levelsDevelop policy resourcesRaising AwarenessPART 3: CAMPAIGN GOALS & OBJECTIVESWhat type of awareness campaign are you designing?(Choose 1-3)Raising money (fundraising)Increase public knowledge of cause or specific related organizationIncrease online engagementIncrease general engagement (volunteers, participation in programs, attendance at events)Recruit membersGet donations (clothing, food, air miles, printing, pro bono services, etc.)Event volunteers and attendanceOther?1 – Increase public knowledge surrounding Alzheimer’s 2 – Increase public engagement and donations 3 – Inspire participation in events and fundraisers that support Alzheimer’s research What are your main campaign goals? What do you most hope to achieve with your awareness efforts? Provide at least three.ExamplesIncrease fiscal donationsGet more of my family and friends get involved, support, donatePromote X organization via my social media channelsIncrease engagement on organization X social mediaPromote [specific event] for X organizationOther…1 – Raise awareness with A35-54 about Alzheimer’s disease through social media promotion 2 – To start a more ubiquitous conversation around Alzheimer’s that ignites a movement on social media 3 – Increase donations to the Alzheimer’s Association4 – Promote participation in Walk to End Alzheimer’sPART 4: INVERTED PYRAMIDCampaign TitleLight The DarkWhoOverview of the causeThe Alzheimer’s Association is the world’s leading health organization in Alzheimer’s care, support, and research. Their goal is to find a cure for Alzheimer’s disease. WhatWhat makes the cause unique and importantAlzheimer’s Disease: The most common form of dementia, Alzheimer’s disease is a degenerative brain disease that causes a decline in memory, language, problem solving, and other cognitive skills – skills essential to a person’s ability to perform everyday tasks. Alzheimer’s is not a normal part of aging however, the greatest risk factor for Alzheimer’s disease is age. 96% of people diagnosed are age 65 or older, making 4% of the people diagnosed younger than 65.The most common symptoms of Alzheimer’s include: Memory loss that disrupts daily lifeChallenges in planning or solving problemsDifficulty completing familiar tasksConfusion with time or placeTrouble understanding visual images and spatial relationshipsNew problems with words in speaking or writing Misplacing things and losing the ability to retrace stepsDecreased or poor judgmentWithdrawal from work or social activitiesChange in mood and personality, including apathy and depressionThe Alzheimer’s Association:As the largest non-profit funder of Alzheimer’s research, the Alzheimer’s Association works to increase the public’s knowledge of new treatments and preventions, in the hopes that one day they will find a cure. They are the leading voice in advocacy, constantly fighting for research, prevention, and care initiatives – working to pass legislation at local, state, and federal levels. It’s important to understand that Alzheimer’s can affect everyone – which is why the Alzheimer’s Association is dedicated to making this a national priority.WhereWhat region do you want to focus on for your cause?The Alzheimer’s Association is a national organization with a global reach, however for the purpose of this campaign I will be focusing on Washington State.WhenUse compelling argument or statistic to help establish a sense of urgencyMost of what we have learned about Alzheimer’s is because of research that has occurred in the last 30 years... even though Alzheimer’s was first discovered over 100 years ago. And while researchers are working hard to find a cure, they have only been able to find drug treatments that treat the symptoms of Alzheimer’s – i.e. temporarily helping memory problems. – What does that mean for “us” when our parents continue to increase an age, becoming more and more susceptible to Alzheimer’s? Right now, an estimated 5.3 million Americans, of all ages, have Alzheimer’s disease and researchers estimate that an additional 473,000 Americans age 65+ will develop the disease in 2015 – this number is going to begin to rapidly escalate in the coming years as the baby boomer generation (our parents) gets older. WhyWhy is this cause important? Why should people care?Everyone with a brain is at risk of one day getting Alzheimer’s.Alzheimer’s disease is the 6th leading cause of death in the US and the only cause of death in the Top 10 in America that cannot be prevented, cured, or slowed.Alzheimer’s disease is one of the most critical unaddressed public issues in America.As stated above, as the baby boomer generation gets older, Alzheimer’s disease is going to rapidly escalate – this will predominately affect A35-54 as they will become the caregivers for their parents – it’s crucial to get involved (through donating, fundraising, and raising awareness) before it’s “too late” and we (A35-54) or our parents (baby boomers) are just another statistic. HowHow will [donations, engagement, volunteering] make a difference for this cause?One of the best ways to make a difference is by fundraising and/or donating money. All monetary contributions helps the Alzheimer’s Association fund all of the care & support resources they provide as well as the research that goes into finding treatments and ultimately a cure for Alzheimer’s.Another great way to make a difference is through spreading the word – raising awareness and engaging with people in a conversation about Alzheimer’s and educating them on how prevalent and serious the disease is will help the overall knowledge and conversation surrounding Alzheimer’s grow – people have a voice and channeling that voice can help get legislation passed at local, state, and federal levels. Additional InfoMore about the cause, its history, value, impactFounded in 1980, the Alzheimer’s Association has awarded over $335 million to more than 2,250 scientists in an effort to advance our understanding of Alzheimer’s disease.Total payments for heath care, long-term care, and hospice are estimated to be $226 billion in 2015 for people with Alzheimer’s disease and other dementias – making it one of the costliest chronic diseases to society. Currently, there are over 70 Alzheimer’s Association chapters located throughout the US. Specific to the Washington State Chapter: An estimated 100,000 American’s 65+ with Alzheimer’s live in Washington State – ranked 19th in the US All across Washington, Walks to End Alzheimer’s are taking place in September and October Closing InfoHow people can learn more, help or get involved, attend, donate and engage? Promote link(s) to the organization or campaign.To learn more about Alzheimer’s disease and what you can do to get involved, check out my personal website: For more information about what the Alzheimer’s Association is up to, go to: To become an Alzheimer’s champion, check out: To find out more about the Washington State Chapter, visit: 5: LANDING PAGECreate a mock up of a single-layer “landing page” for your campaign.Required ElementsOther NotesTitlePhoto or related graphicOverview copyRelated linksCall to action (learn more, donate, volunteer, join mailing list, etc.)Maintain consistency in brand for logo, fonts and color schemeCreate your mock up in Wix or feel free to use Photoshop, InDesign or other programIncorporate core messaging you established in earlier sections as part of your overall message[Paste jpeg mock up of your campaign landing page here. See a model of a mock up in the SAMPLE document]Landing Page Site Address: PART 6: SOCIAL MEDIA ENGAGEMENTFacebook post 1[35-50 words + photo][Insert photo]Fact: An estimated 5.3 million Americans, of all ages, have Alzheimer’s disease.Help Light the Dark on this growing epidemic that affects more than those who have been diagnosed. Get Involved. Join a Walk. Donate Today. Learn more at #lightthedarkFacebook Post 2[35-50 words + photo][Insert photo]Fact: Alzheimer’s is the only cause of death in the Top 10 in America that cannot be prevented, cured, or slowed.Join the Alzheimer’s Association’s Walk to End Alzheimer’s and help us in our flight to reclaim the future for millions.Click here to Find a Walk Near You #lightthedarkTwitter Post 1[140 characters w/spaces]140 charactersEvery 67 seconds, someone in the US develops Alzheimer’s – Help Light the Dark on this growing epidemic. Learn more @ #fightalz Twitter Post 2[140 characters w/spaces]140 charactersJoin us in fighting for memories and Walk to End Alzheimer’s. Sign up at: #fightalzPART 7: OPINION PIECEIn the spirit of the discussion forums you have participated in throughout the course, craft a blog post (or call it an op-ed) from a personal perspective on why you are passionate about this cause, nonprofit organization or movement. Make it meaningful in overall content + include at least one photo + link(s) to related articles, websites or other references. 200-500 words.[Insert opinion piece] [Blog Post – 490 words]PART 8: ONLINE ADAudienceLocationsList of locations you would want the ad to appear on select audience profiles and searchesTarget areas where walks will be held: Bremerton, WASkagit Valley: Anacortes, Mt. Vernon, & Burlington, WAEverett, WAIssaquah, WATri-Cities: Pasco, Richland, & Kennewick, WALongview, WA & Kelso WAMoses Lake, WASeattle, WASequim, WASpokane, WATacoma, WAWalla Walla, WAWenatchee, WAYakima, WAAge[i.e. 18-21, 25-30, 35-40 or you can list multiple]35-54Gender[i.e. male, female, all]Male & FemaleInterestsList 3 common hobbies or interests your audience would possess [i.e. 5k runs, philanthropy, volunteering, tri-athalons, fundraising, yoga, Zumba, working out]AdvocatingFundraisingExercising Marital Status[i.e. married, single, dating, engaged, in a relationship, divorced, etc.]Single or MarriedJob Status[student, employed full time, employed part time, volunteer, etc.]Employed Full TimeEducation Level[high school, some college, college graduate, post-secondary, doctorate]Bachelors Degree or Higher Facebook Ad[insert photo][Headline – 25 characters max]It Starts With You[Promo Text including Call to Action – 90 characters max]Help Light the Dark as we Walk to End Alzheimer’s! Click here to Find a Walk Near You[85 characters w/ spaces]PART 9: HTML EMAILCreate a mock up of an html for your campaign. Your email audience is friends, family and colleagues and the call to action should match up with your overall campaign goals (awareness, volunteers, attending event, etc.)Required ElementsOther NotesHeadline (subheadline is optional)Body copyPhoto and/or logoContact informationCall to actionMaintain consistency in brand for logo, fonts and color schemeCreate your mock up using Photoshop, InDesign or other programIncorporate core messaging you established in earlier sections as part of your overall message[Paste jpeg mock up of your campaign email here. See a model of a mock up in the SAMPLE document]PART 10: SUMMARY & CONCLUSIONSThe format for this section is your choice – bullets, dialogue, a table – whatever works best with how you want to organize your thoughts. Hey – have fun with it – put it in a Prezi! Whatever your choice – just be sure to cover the topics/questions below.What I thought I knew – why this cause, organization, movement mattered to meWhat I sought to find outWhat I found outWhat I learned that I didn’t know beforeWhat I want to know more about knowing what I know now[As a blog post] ................
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