The PSA for the Alzheimer's Association, a Chicago-based volunteer organization that funds research and awareness of the disease, features classic Hollywood starlet Rita
Hayworth dancing nimbly across the screen. It drives home the fact that Alzheimer's affects even the world's prettiest and most famous faces; the disease took Hayworth's life.
Part of the effectiveness of the message, says Danny Chun, the association's director of media relations, is that Alzheimer's can affect anyone.
That was also the message of the World Alzheimer's Congress, held last July 9-18 in Washington, DC, attended by 5,000 researchers, healthcare professionals and families
affected by the disease. The meeting was the world's largest to focus on Alzheimer's, a degenerative brain disease that afflicts four million Americans and is projected to afflict
22 million worldwide by 2025. Using the conference as a springboard, AA launched an educational campaign about diagnosis and treatment, funded by pharmaceutical companies Pfizer
and Eisai. Hill and Knowlton's Chicago office and TBWA Health, a full service marketing agency, were hired to drive PR strategy and work the media phones.
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