In March, the Association released 2021 Alzheimer’s Disease Facts and Figures (PDF), the latest version of its annual in-depth exploration of national statistics on Alzheimer’s prevalence, incidence, mortality, costs of care and impact on caregivers. This edition discussed the devastating impact the COVID-19 pandemic is having on people living with Alzheimer’s and their caregivers. The accompanying special report, Race, Ethnicity and Alzheimer’s in America (PDF), examined the perspectives and experiences of Asian, Black, Hispanic, Native and White Americans regarding Alzheimer’s and dementia care.
The Association launched “More Time,” a campaign to increase awareness and demonstrate the strong desire by those living with or facing Alzheimer's for a disease-modifying treatment. The campaign, conducted to ensure individuals and families impacted by Alzheimer’s could raise their voices and demonstrate the importance of “More Time” for people living with the disease, included full-page print advertising, digital advertising, social media and email marketing, as well as an online town hall meeting. Individuals affirmed their support over 1.1 million times, and the campaign received more than 90 million media impressions.
The Association recognizes Alzheimer's & Brain Awareness Month each June to increase awareness of the Association as a resource, highlight the impact of Alzheimer's in communities nationwide and engage the public in the cause. In addition to honoring the more than 6 million Americans living with Alzheimer’s and the family and friends who love them, the Association encouraged people to make brain health an important part of their return to normal as COVID-19 vaccines rolled out nationwide.
The Association’s website, alz.org, continued to serve as an invaluable resource for Alzheimer’s care, support and research, providing services to constituents 23,898,334 times in FY21. The Association also delivered critical Alzheimer’s information to the public via 11.5 billion media impressions.
The Association’s social media presence on Facebook, Twitter and Instagram increased to more than 1.2 million users. Facebook continues to serve as a significant fundraising platform, and overall engagement levels remained high, outpacing other large nonprofits in this sphere. Despite challenges during the pandemic, the Association was able to continue engaging constituents. One effort, “Music Moments,” a digital album to raise Alzheimer’s awareness through performances of award-winning artists, was honored with a Shorty Award for Best Use of Video.
FY21 marked the continued evolution of the Any Given Moment campaign, dedicated to raising awareness of the Association’s global leadership in research and medical science. The campaign reached new audiences through print, digital and social media — including placements in TIME magazine and other national outlets — and focused on the research initiatives fueled and funded by the Association that are happening every minute of every day around the world.
Users of the Science Hub app doubled to more than 15,000. Version 2.0 of the app launched and includes expanded content, a tailored and personalized user experience, and best-in-class functionality.
ALZ®, the Association’s nationwide full-mission magazine, published two issues, featuring gymnast Laurie Hernandez and actress Yvette Nicole Brown on respective covers. Distribution totaled 381,000 print and digital copies, with subscriptions increasing 22% over FY20. Total impressions for the magazine reached 1.1 million. A partnership with TIME magazine that featured ALZ articles on TIME’s homepage and Time for Health websites garnered nearly 3.8 million impressions. The free publication shares inspiration and information about ending Alzheimer’s and offers tips on how to make your brain the focus of a healthy lifestyle.
A national advertising campaign to increase awareness of and encourage participation in Walk to End Alzheimer’s, the world’s largest fundraiser for Alzheimer’s care, support and research, ran from July to November. The campaign — which explained how Walk would be different due to the COVID-19 pandemic but still take place everywhere — included advertising in English and Spanish on channels including TV, rich media, streaming audio, digital video, display and search.
The Association launched a campaign using innovative out-of-home media channels to increase awareness of its presence in communities nationwide. Purple long-haul trucks traveled across the country with the message, “To get involved where you live, visit alz.org/community” and generated over 250 million impressions. Billboards with the same message were featured on highways and in retail locations, gyms and other high-traffic areas, earning another 328 million impressions.
Know Where Alzheimer’s Hides, the Association’s campaign to educate the public on the warning signs of Alzheimer’s, ran nationally from March-May. Using television, radio, digital ads and social media, the campaign emphasized the ways that the disease can hide in common behaviors and encouraged individuals and their families to engage with Association resources.
During November — National Alzheimer’s Disease Awareness Month and National Family Caregivers Month — the Association recognized the strength and dedication of the more than 11 million family members and friends across the country who are dementia caregivers. The Association celebrated their heroic contributions while also raising awareness about the unique challenges they face and the Association’s many resources to support them. Blogs featuring caregivers were posted throughout the month, and visitors to alz.org shared personal tribute messages in honor of Alzheimer’s caregivers in their lives.
CBS' daytime soap opera "The Young and The Restless" concluded its Alzheimer's storyline, introduced in 2017 with Marla Adams portraying Dina, a character living with the disease. The Association provided guidance in telling Dina’s story since its creation. The show ran a PSA including alz.org as a resource for people who may be noticing signs of Alzheimer’s or another dementia in themselves or a loved one.
The Association once again earned the distinction of being named one of The NonProfit Times' “Best Nonprofits to Work For,” marking its 12th consecutive appearance on the prestigious list. The Association moved up to #13 overall and maintained the #3 spot in the ranking of large nonprofits. The annual survey emphasizes employee development, recognition measures and workplace culture.