Harnessing The Power Of Preventive Thinking

COMPANY: Alzheimer's Association

PR AGENCY: Porter Novelli

TIMEFRAME: February 2004 -ongoing

More than 10 years of tracking American adult awareness about Alzheimer's disease by the 25-year-old Alzheimer's Association had driven home one incontrovertible fact: People
just didn't want to know about the debilitating disease.

"They tuned it out, thought it was completely hopeless and were afraid if it, even if they had it in their family and might have an increased risk themselves," says Kathryn
Kane, senior vice president/brand management and marketing at the AA.