Alzheimer's Association

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Table of Contents

Introduction 2 Client Fact Sheet 3 Executive Summary 4 Campaign Plan Background Situation Analysis Core Problem/Opportunity Goals & Objectives Key Publics Theme & Messages Strategies & Tactics Communication Confirmation Table Calendar Budget Evaluation Criteria & Tools

7 9 12 12 13 15 17 21 22 23 24

Communication Tools Feature Release News Release Press Kit Media Alert Public Service Announcement/Viral Video Media Pitch Letter Executive Director Biography Posters Social Media Newsletter

27 29 30 31 33 37 38 39 43 46

Appendix Research Summary 53 Bibliography 55

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Introduction The Alzheimer’s Association is the national leader in Alzheimer’s research. The Orange County chapter was established in 1982 with the mission to eliminate Alzheimer’s disease through the advancement of research. Its goal is to provide and enhance the care and support for all people affected and to reduce the risk of dementia through the promotion of brain health.

The key publics for the “What if you weren’t able to remember...” campaign are high school students, college students and young professionals. If the AAOC is unable to engage and promote awareness among this younger demographic, it will not be able to meet the needs of the growing Orange County Alzheimer’s population. The AAOC needs this younger demographic to be advocates, volunteers, fundraisers and informed caregivers.

The theme of this campaign captures the emotions of our audiences, making the threat of this disease more immediate. What if you weren’t able to remember your first kiss; what

if you weren’t able to remember graduation; or even worse, what if a loved one weren’t able to remember you? As young adults, many people do not think of how their health and memory can be affected in their later years.

By posing this question, we challenge the youth to alter their perspective and consider what it would be like living with Alzheimer’s disease.

We recommend starting clubs and local high schools and colleges that will strive to educate and engage their respective demographic about the threat of Alzheimer’s disease.

These clubs will also sponsor fundraisers for the AAOC. Instead of organizing clubs for young professionals, the AAOC will program different mixers throughout the year in which young professionals can attend and still learn about the disease, but through a different social avenue.

An estimated 35.6 million people will be living with dementia in 2010. It is this campaign’s goal to gain a larger support system for this population and insure that the fight against Alzheimer’s disease will not be lost.

What if

You Weren’t able to remember...

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17771 Cowan, Ste. 200, _Irvine, CA 92614

���������� �������� Malloy Gompert ������������������������ mallory.gompert@alz.org http://www.alz.org/oc/index.asp

�������� 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. ������������� As an affiliated member of the national Alzheimer�s Association, the Orange County chapter represents a local offering of programs and services and links the patients and families in the community who seek support. The local chapter aids the national organization in its campaign for advocacy and research. However, its priority is to meet the needs of those suffering locally through programming and services. ���������������Providing information on all aspects of Alzheimer�s disease in 140 languages, the 24/7 Helpline is staffed by a highly trained, knowledgeable team. ��������������� Offered in English, Vietnamese and Spanish in 46 locations in Orange County, the support groups are free and open to all patients, caregivers and family members of people with Alzheimer�s disease. ������������������� Through workshops and seminars the Alzheimer�s Association Orange County chapter (AAOC) educates family members, professionals and the public about Alzheimer�s disease and the care it requires as well as information concerning available community resources. ��������� From Interfaith Outreach programming and care consultations to Breakfast Club gatherings and Safe Return service, all AAOC services are provided to further assist patients and their families. The services help them stay connected and educated as they struggle with the effects of Alzheimer�s disease. ����������� Volunteers and caregivers play crucial roles in helping the AAOC reach its mission. Without them the chapter would not be able to offer the myriad of programs and services currently offered. For ways to get involved, visit www.alz.org/oc/

��������������� The largest event of the year is the annual Memory Walk (typically held in October), which brings in a quarter of the organization�s yearly revenue of roughly $2 million. Another event that works to bring the community together with patients and families is the Memories in the Making Art program. This offers patients creative expression through art which is later displayed in an open house event and sold in an auction each December. �������������������������� 17771 Cowan, Suite 200, Irvine, CA 92614 Monday – Friday 8:30 a.m. – 5:00 p.m.

October 8, 2009

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����������������� ������� If the Alzheimer’s Association Orange County Chapter is unable to engage and promote awareness among a younger demographic, it will not be able to meet the needs of the growing Orange County Alzheimer’s population.

������������� To promote awareness and fundraising for high school students, college students, and young professionals in order to ensure long term support for the Alzheimer’s Association Orange County Chapter.

The Alzheimer’s Association is the national leader in Alzheimer’s research. The Orange County Chapter was established in 1982 with the mission of providing programs and services for patients and families of those with Alzheimer’s disease. It aims to educate the community about the disease, provide funding for research, and act as advocates at a state and national level. The Orange County Chapter works closely with the Brain and Aging Institute of UCI as well as the Alzheimer’s Family Services Center.

������� ��� ������������� to remember... ���������� ������������������� To create clubs/organizations on 10 high school and 10 college campuses in Orange County by Fall of 2010 To hold four seasonal mixers per year for young professionals starting in March 2010 To increase young adult leaders by 30 percent for the 2010 Memory Walk teams To promote healthy mind education for high school and college students in Orange County To increase hits on “Just for Kids and Teens” section of AAOC Website by 25 percent by June 2010

Change high school students, college students and young professionals perspective of Alzheimer’s disease to a more positive and hopeful attitude Inform high school students and college students about Alzheimer’s disease and motivate them to become involved in Alzheimer’s Association on-campus fundraising efforts and spread awareness throughout their campuses Inform high school students, college students, and young professionals of the correlation between a healthy mind and the possible prevention of Alzheimer’s disease

������� Host “The Notebook” viewing with Nicholas Sparks Purple Knot Competition Modernize the teen portion of the AAOC website Create a Twitter account Create PSAs to be distributed through social media using celebrity champions such as Seth Rogan Create educational posters featuring information on Alzheimer’s and youth involvement opportunities to hang in college residential halls

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Background Joan Dashiell’s life was changed when she went home one holiday season expecting to join her mother and blissfully reminisce of the year’s events. Her mother, once a vibrant and energetic woman, was now depressed, confused and unable to recognize her own daughter. She was diagnosed with Alzheimer’s, an incurable disease where the withering of brain cells causes loss in memory and eventually the loss of life. Dashiell was not in a position where she could easily become a full-time caregiver; she was a mother with two teenage children. At the time, there was not much support for patients with Alzheimer’s disease but Dashiell had to take on the responsibility of caring for her mother.

Dashiell pulled together a few resources to learn about the disease that had indirectly changed her life. She turned to the few experts of the time and used her own experiences to start formulating care methods. In the winter of 1982, an Alzheimer’s disease educational meeting was held in her Orange County living room. This marked the founding of the Alzheimer’s Association, Orange County chapter (AAOC).

Alzheimer’s disease was first discovered in the early 1900s by German physician Alois Alzheimer. In November of 1906, Dr. Alzheimer was introduced to Auguste D., a 51-year-old woman who suffered from memory, thought and speaking impairments. The disease overtook her body quickly and she died later that year. After conducting an autopsy on her brain, Dr. Alzheimer discovered that the outer layer dramatically shrunk and was surrounded by dead brain cells and fatty deposits. This disease was placed in medical literature in 1907 and was officially named Alzheimer’s Disease in 1910.

When Dashiell and a small number of people first founded the AAOC, there were about 9,000 people suffering from the disease in Orange County. Twenty-seven years later, there are now approximately 66,000 people diagnosed with Alzheimer’s disease in Orange County. In the United States, 5.3 million people have Alzheimer’s and “the number of people [with Alzheimer’s] is estimated to double every 20 years,” according to an October 2009 CNN report.

The expected spike in the number of people diagnosed with Alzheimer’s disease is currently the largest challenge facing the organization. According to the Orange County Register, an estimated 11.3 to 16 million Americans will be affected by Alzheimer’s in 2050. As the baby boomer generation reaches the most susceptible age for Alzheimer’s, the number of people with the disease will increase dramatically while the number of available caregivers will either stay

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the same or decrease. Orange County is an area that will be hit especially hard as it has a large elderly demographic. The high cost of living in Orange County prevents younger families from moving into the neighborhoods, raising the second problem for the organization: a need to reach the younger generation. A greater number of caregivers is necessary and the youth must be educated on Alzheimer’s prevention and warning signs.

Another challenge facing all Alzheimer’s organizations is the current state of health care legislation. There are wait-lists for both Medicare and Medicaid, and Medicaid only pays for nursing home care (rather than the desired in-home care) for those who qualify. AARP found that “at least 22 states and the District of Columbia are cutting or proposing cuts to home and community services or are significantly increasing what low-income people must pay for them.”

Alzheimer’s disease impacts people across all economic levels, and the Alzheimer’s Association is searching for solutions to educate the public of the resources and care available.

The Alzheimer’s Association is the national leader in Alzheimer’s disease research. The 2008 International Conference on Alzheimer’s Disease, hosted in Chicago, brought together over 5,000 researchers from around the world. The two findings presented were: successful results from Alzheimer’s therapy trials and the positive link between dementia drugs and extended life span. The Orange County chapter also works closely with the Brain and Aging Institute of UCI as well as the Alzheimer’s Family Services Center. The latest development in Alzheimer’s research was a breakthrough in memory loss reduction in mice when given high doses of vitamin B3. Clinical trials are now taking place to determine the impact on humans.

A current trend found in Alzheimer’s organizations throughout the world is the use of art.

Researchers and caregivers believe that art creates an outlet for people with Alzheimer’s to display incommunicable thoughts and emotions. The Alzheimer’s Association is well-known for their popular “Memories in the Making Art Program” where stunning artwork created by people with Alzheimer’s disease is auctioned off in high demand. It is a beautiful expression of the souls that are still alive beneath the clutches of the disease. Other art programs in Alzheimer’s organizations include “Journey By Heart” a film program by the Alzheimer’s Services of East Bay, and the “International Art Exhibit” funded by the Alzheimer’s Association and the Aging Services of Southern California.

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Situation Analysis For the last five years the Alzheimer’s Association Orange County Chapter (AAOC) has been running a $2 million organization. Even with the down turned economy, the AAOC has been “pushing through, with room for improvements in increased donations of course,” said Kathleen Scatton, AAOC Director of Finance. Only one percent of the organization’s yearly budget comes from the national level. The rest of the funding comes from private donations and corporate sponsors.

The Alzheimer’s Association works on both the national and local level to uphold the goals of its mission to “provide and enhance care and support for all affected and to reduce the risk of dementia through the promotion of brain health.” The hope is that one day, we will live in a world free of Alzheimer’s disease. The organization accomplishes these goals with the aid of its staff and countless volunteers who help facilitate programs and events for the community to raise awareness and funds for research.

Within the next two years, the first of the baby boomer generation will reach the age of 65. By 2029, roughly 70 million baby boomers will be at least 65-years-old, generating a significant impact on the health care system. Currently, the elderly generation represents 12 percent of the American population. They also comprise 26 percent of physician visits, one-third of all hospital stays, one-third of all prescriptions, almost 40 percent of all medical emergency responses and 90 percent of nursing home residents. This number is thought to almost double in the next 20 years (www.alz.org). The AAOC works to support those currently affected by Alzheimer’s disease and is looking for ways to continue providing support for future patients and families.

Although the majority of the research is conducted through the national office, the AAOC has donated $500,000 within the last five years to local premier institutes to study dementia. The remainder of money raised goes directly to educational programs, special events, support groups and other services offered. Of these services, the most widely used is the 24/7 helpline which is staffed by highly trained and knowledgeable volunteers who share information on all aspects of dementia to those who call in. In the last year the helpline team has facilitated over 10,000 phone calls in 140 languages.

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On a more personalized level, the AAOC sponsors the facilitation of over 40 support groups in Orange County to create a safe space for people living with the effects of dementia to share their experiences. These meetings are free and are offered in English, Spanish and Vietnamese.

A number of faith-based support groups include prayers and religious readings as part of the organization’s Interfaith Outreach Program. It is important to many suffering from Alzheimer’s disease to have a spiritual outlet, as “people suffering from the disease do not lose the need to be spiritually connected” said Mallory Gompert, AAOC Volunteer Coordinator. In addition to support groups for patients, the AAOC is in the process of creating a new support group for professional caregivers in order to “optimize the quality of new care facilities,” said Gompert.

To continue with the care and support for those who suffer directly from Alzheimer’s disease, the local chapter hosts a breakfast club. This is a program designed for patients and family members. It presents them with one opportunity to socialize and participate in educational activities while enjoying a light breakfast in the Irvine-based office every Tuesday morning.

The Alzheimer’s Association has also fostered a partnership with MedicAlert to provide Safe Return bracelets equipped with a helpline number for patients who tend to wander as their disease progresses. This ensures that they return home safely (www.alz.org). “So far, we have had 25 people safely returned in the Orange County area because of the program,” said Gompert.

As the number of those affected by Alzheimer’s disease increases, so does the number of people indirectly affected. Educational classes are available for professionals with licenses to become better family givers, but it is the families of the patients who also need support, especially the younger generation, which is why the AAOC is trying to start a new initiative to get young adults more involved in advocacy, fundraising, and spreading awareness of the disease.

“The disease is growing in Orange County to the point where some people believe it will be an epidemic.

The residents of Orange County are aging and new, younger families are not moving in because they cannot afford to, especially in the economic situation we are currently in. Unfortunately, age is the greatest risk factor with Alzheimer’s disease and we are expecting a tsunami of people being diagnosed with the aging population, making this cause that much more important in our local area,” said Gompert.

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Core Problem/Opportunity If the Alzheimer’s Association Orange County chapter is unable to engage and promote awareness among a younger demographic, it will not be able to meet the needs of the growing Orange County Alzheimer’s population.

Goals & Objectives Goal: To promote awareness and education about Alzheimer’s disease among high school students, college students and young professionals in order to ensure long term support for the Alzheimer’s Association Orange County Chapter.

Objectives: • Create clubs/organizations on 10 high school and 10 college campuses in Orange County by Fall of 2010 • Hold four seasonal mixers per year for young professionals starting in March 2010 • Attendance objectives: 25 people for first mixer with 15-20% increase per mixer • Increase young adult leaders by 30 percent for the 2010 Memory Walk teams • Promote healthy mind education for high school and college students in Orange County • Increase hits on “Just for Kids and Teens” section of AAOC website by 25 percent

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Key Publics Key Public: High School Students in Orange County This public is of utmost importance to this campaign. The goal of the AAOC, and the goal of this campaign, is to engage this exact public to become more involved in the organization to raise awareness and fundraise. It is estimated that 500,000 high school students nationwide are living at home with a parent or grandparent who suffers from Alzheimer’s disease. That number continues to grow as the baby boomer generation closes in on the age in which Alzheimer’s seems to affect adults, typically 65 and over. The goal for this public is to become involved in creating clubs on high school campuses in the Orange County area. These clubs will be involved in government advocacy, spreading awareness, and organizing events on their campuses to raise funds for the AAOC. High school students are very concerned with self-image, so they may wonder what in their involvement is in it for them. Most high schools require students to complete a certain number of community service hours in order to graduate and the hours spent with the AAOC will apply toward those required hours. Also, involvement with a national organization like the Alzheimer’s Association will look good on a resume for colleges and jobs.

Self-Interests: Volunteer community service hours for school, support groups, special events Influentials: Friends, student council, clubs, sports teams, families, teachers, school administrators, tutors, and school board Key Public: College Students in Orange County As a large facet of the younger demographic the AAOC would like to involve in the organization, college students in Orange County are an important public to target with the campaign.

Geographically, they are close enough to truly get involved with the organization and as the future of the work force, college students who possess an interest in working for a non-profit organization will be more than willing to be involved with the AAOC as there is room for them to become involved. College students are encouraged to seek work opportunities within the community and, because of the proximity of the local chapter office, the AAOC lends itself to being a perfect candidate for student involvement. College students also have the opportunity to bring the AAOC onto their campuses in order to spread awareness and help in fundraising efforts. Commonly thought of as the movers and shakers of the younger generation, our intent for including this demographic is to educate them about Alzheimer’s disease and the effects it can have on those it affects in order to encourage them to one day be involved in non-profit work focusing on Alzheimer’s.

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Self Interests: Involvement in the community for personal fulfillment, involvement in the community for resume, internship for school credit and possible future job in non-profit work, Sparks’ Notes campus screening at Q&A Influentials: Peers, friends, campus life staff, residence life staff, families, professors, school administration Key Public: Young Professionals This public includes anyone from 21-30 years of age who work and/or live in the Orange County area. Young professionals may seek a way to give back to their community and the Alzheimer’s Association Orange County Chapter allows them the chance to do just that. Young professionals may also seek a chance to become involved with something outside of their office job and this organization has many opportunities for them to be involved. The AAOC hopes to create a fun environment at evening gatherings hosted by the organization targeted at this public to educate them about the effects of Alzheimer’s in an informal and social atmosphere.

Offices of competing clientele may enjoy friendly competition by competing in fundraising efforts for the organization and voicing awareness of Alzheimer’s disease, which would boost company morale because of the joy of giving back to those in need and a little dose of healthy competition. For now, we hope this large public will educate those around them as they look to parents, grandparents and relatives who are nearing the age when Alzheimer’s becomes a more prevalent issue.

Self Interest: community involvement and service, possibility for employment, personal fulfillment, Purple Knot competition, seasonal mixers Influentials: Colleagues, employers, competitors, family, friends

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Theme & Messages “What if you weren’t able to remember...” is the theme chosen for this campaign. As young adults, many people do not think of how their health and memory can be affected in their later years. The question, altered for each age group, presents a poignant, more relevant scenario for each demographic. For example, “What if you weren’t able to remember your first kiss?” is the question that appears throughout the high school programming posters. The first kiss is an especially memorable moment for many high school students, while something

like graduation or landing one’s dream job is more relevant to college students and young professionals, respectively. This theme supports our campaign because it challenges the youth to alter their perspective and consider what it would be like to live with Alzheimer’s disease.

By considering what it could do to their own mind, they will begin to consider how it can affect others. This theme will encourage high school students, college students and young professionals to become informed and make an impact in their communities.

What if

you weren’t able to remember. . .

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Key Public: High School Students 1.

2.

3.

4.

5.

Self-Interest: As a high school student, you are required to complete community service hours for graduation and/or are looking to build your resume.

Present Issue: However, the Alzheimer’s Association Orange County chapter does not have many on-site volunteer options.

Present Non-Profit as Solution: The AAOC will create socially driven service opportunities so you can complete your community service hours on campus.

Make Appeal: This is an opportunity to complete community service hours or build your resume while being educated about Alzheimer’s disease in a fun social setting.

What if you weren’t able to remember your first kiss?

Key Public: College Students Whose Loved Ones Are Affected by Alzheimer’s 1.

2.

3.

4.

5.

Self Interest: As a college student, whose loved ones could be affected by Alzheimer’s disease, you seek a way to spread awareness about Alzheimer’s disease and, in turn, make a positive impact in your community.

Present Issue: However, there are no organizations that encourage college students to spread awareness about Alzheimer’s.

Present Non-Profit as Solution: The AAOC will provide a supportive community for you to join others with similar concerns.

Make Appeal: This is an opportunity for you to share your experiences in a safe environment and to spread awareness about this life-threatening disease.

What if you weren’t able to remember your graduation?

Key Public: Young Professionals 1.

2.

3.

4.

5.

Self Interest: As a young professional, you are looking for a place to focus your energy outside of the workplace that will also make a positive impact in your community.

Present Issue: However, you have not been able to find an organization that has opportunities that fit your schedule and will allow you to meet new people that share your interests in Alzheimer’s while having an impact in your community.

Present Non-Profit as Solution: The AAOC is creating social mixers specifically for young professionals.

Make Appeal: This is an opportunity to mingle with peers while also supporting and educating you about a prominent disease.

What if he wasn’t able to remember you?

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Strategies & Tactics Strategy- Motivate high school students and college students to become involved in Alzheimer’s Association on-campus fundraising efforts.

• Create a newsletter to inform students of the various fundraising opportunities on their campus • Contact sorority and fraternity presidents to inform them about volunteer opportunities since most chapters have required service hours • Have AAOC representatives table during peak hours, 11 a.m. -1 p.m., at college’s busiest points on campus (for example near the cafeteria), and have a sign-up sheet for student volunteers as well as information about Alzheimer’s disease • Contact Residence Life Staff on college campuses and pitch the AAOC as a non-profit for Resident Advisors to partner with for community service and fundraising programs o Create posters with Alzheimer’s and youth involvement information and donate to Resident Advisors to hang as passive educational programs in their hall • Host socials on high school and college campuses sponsored by the AAOC in which all proceeds go back to the organization • Encourage the usage of “GoodSearch.com” powered by Yahoo, through advertising on campuses through flyers and specifically in typing classes in high school as well as in campus libraries so student internet searches can support the AAOC • Give incentives, such as special parties or other rewards, for the highest fundraising earning high school and college campus in Orange County • Hold a “Battle of the Bands” type event where local bands play and the funds raised go toward the AAOC • Students could sell forget-me-not flowers on campus and deliver them to students during Alzheimer’s awareness month Strategy- Inform high school students and college students about Alzheimer’s disease and encourage them to spread awareness throughout their campuses • Create a brochure to distribute at high school and college campuses informing students about the disease • Have an AAOC representative speak at high school club meetings about the disease and how they can further spread awareness • Host “The Notebook” viewing night and Q & A with author Nicholas Sparks o Invite Nicholas Sparks and actors from the film to speak about the moviemaking process and the role of Alzheimer’s in the lives of their characters o Invite students at school who are indirectly affected by Alzheimer’s to speak of their experiences • Create organizations on high school and college campuses across Orange County that work to promote mental health

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• • • • •

Utilize bold statement graphics of memorable life moments paired with the use of our theme message on posters and flyers to help high school and college students Create posters that include positive statistics about Alzheimer’s disease and how a cure for the disease is becoming closer each day as well as facts about what students can do now to prevent the disease Have a screening of the Emmy-award winning HBO series, “The Alzheimer’s Project” o Have the director and professionals involved come to speak after the screening Have a student-run acting production of a play about Alzheimer’s Invite someone in the early stages of Alzheimer’s to speak in a lecture series that features family members living with the disease and doctors who treat it

Strategy- Change high school students and college students perspective of Alzheimer’s disease to a more positive and hopeful attitude.

• Pitch high school and college newspapers to cover Alzheimer’s disease from the perspective of a young adult experiencing the disease with a family member • Distribute T-shirts incorporating Celebrity Champions (Seth Rogen, Bradley Cooper, David Hyde Pierce) to high school and college students • Sponsor art shows on high school and college campuses that features displays of all the arts with student produced and directed segments of theater and dance incorporating a cohesive theme of remembrance complete with visual art display of student work during intermission • Stress how their help really does make a difference. Plug the Memory Walk and what the money raised goes toward o Create Memory Walk teams with members of the clubs as leaders Strategy- Change young professionals perspective of Alzheimer’s disease to a more positive and hopeful attitude • Host Scrapbooking Evenings for Orange County young professionals and partner with Creative Memories scrapbooking company o Proceeds will support AAOC’s “Memories in the Making” art program • Purple Knot Competition: For one week, employees will tie a purple knot on their finger each day to remind them of a significant memory in their life that they do not want to forget o Office with most creative “memories” display will win Wahoo’s Fish Tacos catered lunch o Target offices in Orange County with young employees • Host comedy nights at local improv theaters – “A Night to Remember” • Have a family day where families with a member who has Alzheimer’s can get together and act as a support group

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•

Host a day where young art professionals create artwork with the other AAOC Alzheimer’s patients. Everything created could be auctioned

Strategy- Inform high school students, college students, and young professionals of the correlation between a healthy mind and the possible prevention of Alzheimer’s disease • Partner with Jamba Juice to create a “Mem-berry” blueberry smoothie to be promoted in stores with close proximity to campuses o Straw decoration: includes facts about blueberries and memory correlation, and the address of the Alzheimer’s Web site [youth edition] o Texting competition: those interested in joining the fight to end Alzheimer’s, text the number and are entered in a competition to win a free month of Jamba Juice smoothies • Participate in health fairs in conjunction with high school and college campuses • Request to be listed in employee health handbooks at local businesses • Collaborate with Active Minds groups already established on high school and college campuses • Encourage local businesses to incorporate seminars on mental health as a part of employee training • Have a blueberry muffin baking contest and sell tea to promote the benefits of the antioxidants in coffee, tea and blueberries. Forget-me-not flowers will decorate the tables • Hosting a huge “memory game” competition where teams can compete by playing the game memory using giant cards featuring artwork from the “Memories in the Making” art program Strategy- Motivate college students to utilize the AAOC website to gain supportive and informational resources • Create a Twitter account that will direct followers to the AAOC website if they are interested in learning more about a specific ‘tweet’ • Update the Facebook page with current events and links to the AAOC website if people want to learn more • Partner with PostSecret to create anonymous “My Memories, My Life” scrolling postcard and art blog of the memories college students do not want to forget • Update and modernize the teen portion of the AAOC website to make it more interactive and user friendly. This portion should be separated from the children’s portion because teens are focused on showing an air of maturity • Create a special section for college students with graphs showing money raised at campuses around Orange County involved with the AAOC to create a competitive

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• •

atmosphere between schools, urging them to raise more money for the organization Utilize social media to link social networking sites to the AAOC website, specifically the teen site Online message boards could serve as a source for support groups where each website user could have his or her own profile and make it unique

Strategy- Challenge our key publics to have the most team captains between the ages of 14 and 30 in Memory Walk history • Travel to high school and college campuses to promote team building with interactive team building exercises and prizes from Memory Walk sponsors • Sponsor team competitions at local businesses known for hiring a large number of young adults (Google, Roxy/Quiksilver, Wahoo’s) • Create PSAs to be distributed through social media using celebrity champions such as Seth Rogen to challenge young adults to be Memory Walk captains • Set up social media aspect to Memory Walk website where young team captains can communicate with other team captains as well as their teams. Site will also show amount each team has raised and a profile that gives more details about the team Strategy- Position the AAOC as a welcoming organization for young supporters • Have representatives from AAOC speak at the young professional mixers • Pitch youth magazine and radio stations about Memory Walk team captain competition • Partner with jewelry and fashion designer to create “Purple Knot” memory rings o Pitch fashion magazines about the “October” [Alzheimer’s Awareness Month] purple knot trend • Advertise internship positions at local high schools as well as within the sciences department at local college campuses • Host an open house at the AAOC facilities and invite local professors and students to showcase opportunities the organization offers for community members and ways for our key publics to get involved Strategy- Demonstrate that the AAOC is a nonprofit that is trustworthy and uses over 75% of their profits for program expenses.

• Pitch economics and business trade journals about the program expenses of AAOC • Publicize financial information in the AAOC newsletter and website • Publicize the number of individual and corporate donors and honor them by publicly recognizing their efforts

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Communication Confirmation Table Self-Interests High School Students They are looking to complete community service hours for graduation and/or are looking to build their resumes.

Influentials

Objectives

Strategy

Tactics/Tools

Message

Peers, parents, teachers, coaches, family, youth group leaders

Create clubs and organizations on 10 high schools in Orange County by fall of 2010 Increase hits of “Just for Kids and Teens” section of AAOC website by 30 percent

Inform high school students about Alzheimer’s disease and encourage them to spread awareness throughout their campuses - Change high school students’ perspective of Alzheimer’s disease to a more positive and hopeful attitude.

Host socials on high school What if you weren’t campuses sponsored by the able to remember AAOC in which all proceeds go your first kiss? back to the organization - Give incentives, such as special parties or other rewards, for one high school club who raises the most money in the district - Students could sell forget-me-not flowers on campus and deliver them to students. It can be during Alzheimer’s awareness month

Professors, roommates, fellow students, friends, family, significant others, celebrities, school groups or clubs including Greek organizations, coworkers and employers

30 percent increase in young adults leaders of 2010 Memory Walk teams

Inform college students about Alzheimer’s disease and encourage them to spread awareness throughout their campuses - Change college students’ perspective of Alzheimer’s disease to a more positive and hopeful attitude. Motivate college students to utilize the AAOC website to gain supportive and informational resources

Contact sorority and fraternity presidents since most chapters have required service hours. Contact Residence Life on college campuses and pitch the AAOC as a non-profit for Resident Advisors to partner with for community service/ fundraising programs - Have AAOC representatives table during peak hours, 11am-1pm, at college’s busiest points on campus and have a sign-up sheet for information and student volunteers

Coworkers and superiors at work, family, friends, social circles, spouse or significant other, celebrities in similar age range

Hold four seasonal mixers for young adults per year starting March 2010

Change young professionals perspective of Alzheimer’s disease to a more positive and hopeful attitude

Host Scrapbooking Evening for What if he wasn't Orange County PRSA young able to remember professional members and you? partner with Creative Memories scrapbooking company - Purple Knot Competition: employees will tie a purple knot on their finger each day to remind them of a significant memory - Host comedy nights at local improv theaters - Stress how help makes a difference. Plug the Memory Walk and what it supports.

College Students They are indirectly affected by Alzheimer’s and seek a way to spread awareness about the disease and make a positive impact in the community.

What if you weren’t able to remember receiving your diploma?

Young Professionals They have expendable time and income and are looking for a place to focus their energy outside of the workplace that will also make a positive impact on the community.

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22

ALZHEIMER'S ASSOCIATION ORANGE COUNTY BUDGET

Item Description Special Event

Speaker Fee Venue (Memorial Hall) Posters/Flyers (full page, color) Sub Total

Quantity

Cost Per Unit

Total Estimate

1 1 500

$1,000.00 $0.00 $0.49

$1,000.00 $0.00 $245.00 $1,245.00

1 1 1 300 * 4 pages 300 300

$0.00 $500.00 $750.00 $0.59 $0.20 $0.42

$0.00 $500.00 $750.00 $708.00 $60.00 $126.00 $2,144.00

1 1

$0.00 $0.00

$0.00 $0.00 $0.00

1 5 1

$1,000.00 $0.00 $0.00

$1,000.00 $0.00 $0.00 $1,000.00

1 1 1

$0.00 $0.00 $500.00

$0.00 $0.00 $500.00 $500.00

1 200

$500.00 $20.00

$500.00 $4,000.00 $4,500.00

1 100 * 30 pages 100 100 100 100 100 100

$0.00 $0.12 $5.00 $0.13 $0.55 $0.10 $0.34 $0.38

$0.00 $360.00 $500.00 $13.00 $54.90 $10.00 $34.00 $38.00 $1,009.90

Newsletter In-house writing Photographer's fee and expenses Graphic designer's fee Printing (double-sided, color) Envelopes Postage Sub Total

Media Alert In-house writing Distribution via e-mail/Follow up Sub Total

Viral Video Produced - script and filming Celebrity Champions* Distribution via internet Sub Total

Feature Release In-house writing Distribution via e-mail/Follow up Wire service fee Sub Total

Posters (24''x36'') Designer's fee Printing Sub Total

Press Kit In-house writing Printing Shipping Fee CD Pillow Box Mind Game Folders DVD Sub Total

Total Campaign Cost

$10,398.90

* If local Celebrity Champions will not donate time, then student actors could be used.

23

Evaluation Criteria & Tools Objective 1: Create clubs/organizations on 10 high school and 10 college campuses in Orange County by Fall of 2010 Evaluation Tools: • Because clubs do not yet exist, the AAOC will compile a list of new clubs started by June 2010 • The AAOC will compile an updated list of all club members by December 2010 Objective 2: Hold four seasonal mixers per year for young professionals starting in March 2010 Evaluation Tools: • The AAOC will create an e-mail list of those who attended the first mixer and they will then be regularly updated with upcoming events via e-newsletters • The AAOC will administer surveys to gauge the success of the events and to take note of what changes they should make Objective 3: Increase young adult leaders by 30 percent for the 2010 Memory Walk teams Evaluation Tools: • The AAOC will compile a list of current Memory Walk participants and team leaders between the ages of 18 and 30 years old who participated in the 2009 Memory Walk • The AAOC will compile a list of Memory Walk participants and team leaders between the ages of 18 and 30 years old who participate in the 2010 Memory Walk Objective 4: Promote healthy mind education for high school and college students in Orange County Evaluation Tools: • The AAOC will hold a focus group in which they will discuss the students’ current knowledge about Alzheimer’s disease in February 2010 • In June 2010, the AAOC will hold a focus group in which they will discuss the students’ knowledge about Alzheimer’s disease after being exposed to the campaign information Objective 5: Increase hits on “Just for Kids and Teens” section of AAOC Website by 25 percent

by June 2010 Evaluation Tools: • The AAOC will document how many Website hits the “Just for Kids and Teens” section had between January 2010 - March 2010. The Website will be launched in March • After March 2010, the AAOC will continue to document the amount of hits to the site until June 2010 • The AAOC will add a “contact us” section and track the number of inquiries from potential program participants. They will track the amount of hits between January – March 2010 and again between March – June 2010

24

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27

Feature Release Contact: Mallory Gompert Alzheimer’s Association of Orange County Phone: (949) 955-900 ext. 3708 Email: mallory.gompert@alz.org Sparks’ Notes – A Screening of Nicholas Sparks’ “The Notebook” Orange, Calif. Sept. 21, 2009 – In the seventh row of a packed auditorium, Chapman University senior Mark Williams and his grandmother, Jeannie Hubbard, sit holding hands. Completely focused on the movie screen, tears start to drip down the frail women’s face. The young man wraps his arm around her shoulder and other families throughout the auditorium do the same.

The Nicholas Sparks inspired film, “The Notebook,” always was a tear jerker.

Hundreds of people attended the Alzheimer’s Association, Orange County Chapter (AAOC) event, Sparks’ Notes, a screening of “The Notebook” followed by a Q and A with author Nicholas Sparks.

The film captures a man and woman reliving their love story as the man reads out of a notebook to his wife living with Alzheimer’s disease. It tends to make most people’s tears flow because of its powerful love story. Hubbard, however, had a different, more personal connection to the film -- she lost her husband to Alzheimer’s disease just over one year ago.

“I miss him so much every day,” said Hubbard. “Watching someone relive what I experienced a year ago is devastating. Anything that makes me think about my late husband is something I cherish.”

As many as 5.3 million people in the United States are living with Alzheimer’s. Every 70 seconds, someone develops Alzheimer’s disease. The demand for caregivers is becoming more prevalent than ever, according to Mallory Gompert, volunteer coordinator for the AAOC. “More young people need to get involved in fighting this disease,” said Gompert. “If these new generations don’t think about diseases like Alzheimer’s, the results could be tragic.”

To remedy the situation, the AAOC launched a new campaign that targets young adults. Their goal is to reach out to younger generations and educate them about memory loss disorders.

“What if you weren’t able to remember...” the tagline for the new campaign, features different posters and sayings used to target young professionals, college and high school students. California State University, Fullerton sophomore Ashley Scott was moved by what she saw on the posters.

“Not remembering your first kiss, your parents, your children, your friends – it’s all too sad for me,” she said. “Especially listening to Sparks speak, I know that I need to do something to make a difference.”

28

Sparks, the best-selling author of several other novels including “A Walk to Remember” and “Nights of Rodanthe,” was inspired to write “The Notebook” by the story of his wife’s grandparents.

“They had a rare and beautiful relationship, one that withstood the test of time and circumstance,” said Sparks during his lecture. “When I first met them, they had been married over sixty years, and I remember marveling at how much they still seemed to care for each other.”

According to Gompert, having a younger, well known and respected author speak about how he was affected by Alzheimer’s disease is exactly what was needed to attract the younger generation.

“Talking about something like this with younger people seems almost taboo,” said Gompert.

“Everyone always thinks, ‘this won’t happen to me’ and they choose to ignore it. That’s exactly what we’re trying to battle.”

The opportunity to hear Sparks speak attracted Chapman University student Michelle Mahinda to the event. Her love for “The Notebook” is drew her to learn more about Sparks’ motivations behind writing about characters affected by Alzheimer’s disease.

“I never really thought about how Alzheimer’s could affect my life,” said Mahinda. “After watching the movie and hearing how Alzheimer’s affected one of my favorite authors, I started to think about how I would react in a similar situation.”

Other students, some who had never interacted with a person with Alzheimer’s disease, felt similar to Mahinda. High school senior Jacob Turner feels more educated after attending the event.

“I went because a few of my friends dragged me along,” said Turner. “At first, I was hesitant to attend because I didn’t know what I was getting into, but hearing Sparks talk made me think about my grandparents. I don’t want to lose them.”

For Hubbard, seeing so many young people at an event promoting Alzheimer’s disease awareness was monumental. Since losing a family member to the disease, she has become a strong advocate for awareness.

“Our battle is their battle too,” said Hubbard. “Students are learning that their efforts now will positively impact thousands of people in the future.”

For more information on the Alzheimer’s Association Orange County chapter and the “What if you weren’t able to remember...” campaign, please call (949) 955-9000 or visit the Website at www.alzoc.org.

What if

You Weren’t able to remember...

29

News Release Alzheimer’s Association Honors Outstanding Women Caregivers Huntington Beach, Calif. – Oct. 26, 2009 – The Alzheimer’s Association Orange County chapter (AAOC) will host its third annual Visionary Women Luncheon at the Hilton Waterfront Beach Resort in Huntington Beach on Friday, Nov. 6 at 11:30 a.m. The event will honor Orange County’s outstanding women leaders who commit their lives to caring for people affected by memory loss disorders.

“These women have an amazing ability to instill a sense of hope,” said Kristen Mangers, the event chair and CEO of WebVisible, a corporate sponsor of the luncheon. “They are sensitive, empathetic and truly inspirational. I hope their commitment and compassion rubs off on the rest of us.”

Ten women will be recognized at the luncheon. They are administrative, medical and clinical professionals, each with a different story and a strong drive to help others. Some join the fight because they have family members affected by the disease while others choose to become involved so they can be proactive.

“I have been a nurse for a number of years. But, after losing my husband to Alzheimer’s, I knew I had to become more active in making a difference,” said AristoCare employee Molly Maloney.

AristoCare is a comprehensive home health agency.

As many as 5.3 million people in the United States are living with Alzheimer’s disease. Every 70 seconds, someone develops Alzheimer’s disease. The demand for caregivers is becoming more prevalent than ever, according to Mallory Gompert, volunteer coordinator for the AAOC. “Because of the baby boomer generation, more and more people are turning the ages in which Alzheimer’s starts to become a threat,” said Gompert. “What makes these women extra special is that they are devoting their lives to something that has such a high demand right now.”

After the luncheon, guests can browse 30 different vendors to begin their holiday shopping. This event is open to the public and all proceeds will benefit the AAOC. Tickets are $35.

RSVP by phone to (949) 955-9000 or online at www.alzoc.org About the Alzheimer’s Association Orange County Chapter The AAOC was formed in 1982 and is an organization focused on eliminating Alzheimer’s disease through the advancement of research. It provides care and support for all affected through support groups, educational programs and a 24 hour helpline. The AAOC strives to reduce the risk of dementia through the promotion of brain health. ### Media Contacts: Shannon Kincaid - Special Events Coordinator Phone: (949) 955-9000 ext. 3708 Email: shannon.kincaid@alz.org

30

Press Kit The press kit materials will be in a pocket folder inside a memory box. The organization’s name and logo will appear on the front cover of the folder within the box.

Right Hand Side: Organization • Introduction Letter: This letter will list the contents of the folder and the purpose of the press kit • Mission and vision statements as well as goals of the organization • A short description detailing the chapter’s advocacy and recent research efforts • Organization Backgrounder: This will contain information about the history and future direction of the Alzheimer’s Association Orange County chapter • Alzheimer’s disease and medical research fact sheet • AAOC Fact Sheet: This will have information about the programs and services unique to the Orange County chapter • The most recent local newsletter • Biography of key officers: President and Chief Executive Officer, Founding Chair, Chair of Board • List of the Board of Directors • Contact Sheet • Sheet detailing the dispersing of funds • Recent organizational news releases and related press coverage

Left Hand Side: Campaign • Cover letter: The cover letter will explain the new public relations campaign of the Orange County chapter, “What if you weren’t able to remember...” campaign • Press releases and pitch letters for events that are part of the “What if you weren’t able to remember...” campaign o QUASH o Visionary Women Luncheon • Map detailing the various locations of QUASH and a timetable for the events • Screenshots and URL’s for the Facebook.com page, Twitter.com account and 1LifeOurMemory blog • Any press coverage of the campaign • Bio of who is in charge of the campaign: Chief Campaign Strategist, Chief Campaign Coordinator Inside Box: • DVD with copy of viral video • CD with all posters and flyers created • Mind games • Knot bracelet

What if

You Weren’t able to remember...

31

Media Alert SPARKS’ NOTES: RENOWNED AUTHOR NICHOLAS SPARKS TO SPEAK AT CHAPMAN UNIVERSITY Sparks partners with local campuses to spread awareness of Alzheimer’s disease among youth Tuesday, September 21, 2010 at 7 p.m.

Chapman University Memorial Hall Orange, Calif.

WHAT: In an effort to encourage discussion of dementia and Alzheimer’s disease among a younger demographic the Alzheimer’s Association Orange County Chapter will partner with Chapman University in Orange to host a screening of “The Notebook” with Nicholas Sparks, the author of the title novel. The film demonstrates the power of true love between people in order to overcome hardship as the couple in the film struggle to remember the love they shared while dealing with the effects of dementia.

Following the film, Sparks will address the audience on the inspiration of the novel and the process of transforming it for the silver screen. Sparks will then answer questions from the audience.

To conclude the evening representatives from the Alzheimer’s Association will make a brief announcement about the importance of spreading awareness of the dangerous risks that come with dementia and encourage students to join the movement to end Alzheimer’s disease.

Sparks will be selling and autographing books after the conclusion of the event. Tickets are not required for admittance; however, there is a limited number of seats and it is first come, first serve. For more information, please visit our website at www.alz.org/oc.

WHEN:

Tuesday, September 21, 2010 at 7 p.m.

WHERE:

Memorial Hall Chapman University One University Drive Orange, CA 92866

WHO: ALZHEIMER’S ASSOCIATION ORANGE COUNTY CHAPTER is the local chapter of the leading voluntary health organization in Alzheimer’s care, support and research whose mission is 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.

32

NICHOLAS SPARKS is an international bestselling American author who has published fifteen novels, four of which have made their way to the silver screen including “The Notebook” inspired by the story of the grandparents of Sparks’ wife who after more than seventy years of marriage cared for each other, even through struggle, more than anyone else Sparks had come in contact with. He wrote “The Notebook” in an attempt to describe such a love.

CONTACT: Shannon Kincaid, Special Events Coordinator 949-955-9000 Ext. 3708 Shannon.kincaid@alz.org

‘ ENGAGING TODAY’S YOUTH IN A CONVERSATION ABOUT ALZHEIMER’S

Notebook

���������������������������� ������������������������� Screening and Q&A With Author Nicholas Sparks

Chapman University Memorial Hall Tuesday, September 21 at 7 p.m.

Ticket not required for entry See inside for more details

What if

You Weren’t able to remember...

33

Public Service Announcement PSA #1: She Doesn’t Remember: TV – 30 seconds This PSA is mostly visual in its nature. There is no dialogue in the beginning, only an image of an elderly woman sitting in a wheelchair in a sterile-looking care facility completely alone.

She seems to be contemplating something. Flash to images of the same woman as a child at holiday dinner with her family, getting a new bike, going to a school dance, graduating from high school, getting married, with her own young children, etc. while continuing to flash back to the woman in between images each time using a tighter frame on the woman’s aged face and blank expression.

A young 19-year-old girl walks up to the elderly woman slowly.

Young Girl: “Hi. How has your day been, Grandma?”

The young girl reaches out her hand to gently touch the elderly woman on the shoulder. Upon contact, the elderly woman flinches away, as if afraid of the young girl.

Fade to black with the words: “What if she wasn’t able to remember you” Fade in below the tagline: “Every 70 seconds someone develops Alzheimer’s disease Move with us to end Alzheimer’s disease in our world.

Alzheimer’s Association Orange County Chapter For more information call our 24/7 Helpline 1-800-272-3900 http://www.alz.org/oc/”

34

Viral Video PSA #2: I Dare You Not to Care Viral Video – 3 minutes Cast any of the following who would volunteer their time for production of the PSA: Alzheimer’s Association current Celebrity Champions (Soleil Moon Frye, Terrell Owens, David Hyde Pierce, Bradley Cooper, Seth Rogen, Natalie Morales, Melina Kanakaredes and Elizabeth Hasselbeck) and past celebrity supporters (Kate Burton, Peter Gallagher, Lea Thompson, Dick Van Dyke, Tracie Thoms, Ricki Lake, Victor Garber, Vivica A. Fox, Phyllis George, Steven Pasquale, Olympia Dukakis, Kate Mulgrew, Dominic Chianese, Bob Goen, and Dear Abby (Abagail Van Buren) Each celebrity will wear a purple T-shirt with the words MOVE, OPEN, ACT and VOICE on them as they are shown individually voicing lines throughout the PSA. [Modeled after the “Don’t Vote” Viral Video PSA].

What if

You Weren’t able to remember...

35

Viral Video Script “I dare you not to care.”

“Don’t care.”

“Just don’t care.”

“You don’t have to.”

“Because who gives a damn?”

“Don’t.”

“Who cares about the fact that people are losing their memory? Losing their identity?”

“Not even a little.”

“Isn’t memory loss a natural part of aging?”

“Not even at all.”

“I thought so. I can’t even remember where I put my phone… speaking of, where is my phone? Anyone know where my phone is…?”

(Walks off screen)

“I dare you.”

“What’s the point?”

“Really.”

“I thought so too. Many people thought so. But as it turns out it’s not.”

“As many as 5.3 million people in the United States are living with Alzheimer’s disease.”

“It is NOT normal.”

“5.3 MILLION!”

“Can you even imagine what they go through?”

“But why would you care? Why would you care?”

“But DO NOT CARE.”

“Who cares? With the baby boomer generation growing older there is going to be a tsunami of people affected by this deadly disease. But I don’t give a damn. That’s not you, right? Hell, it’s not me either.”

“Don’t.”

“I mean, if it isn’t you who is affected, why would you care?”

“Because who cares about your elderly neighbor, or” “Your grandparents,” “Or your parents. Really?”

“You are right. Don’t care.”

“It’s a bad idea.”

“There’s no point.”

“Why?” “Severe memory loss is a symptom of serious illness.”

“But don’t only older people get Alzheimer’s?”

“Actually, Alzheimer’s can strike people in their 30s, 40s and even 50s. It’s called earlyonset Alzheimer’s.”

“Hitting closer to home now?”

“But you don’t care. I don’t care.”

“Don’t care. Whatever you do, don’t care.”

“Nobody listens to you anyway. You don’t have the money to give to charity. You can

36

barely pay for your education. So you know what?”

delay or stop the progression of Alzheimer’s disease.”

“Forget it.”

“Don’t care about Alzheimer’s unless you care about those you love.”

“FDA approved drugs temporarily slow the worsening of symptoms for about 6 to 12 months, on average, for about half of the individuals who take them. Only half.”

“If you think that everyone deserves to be taken care of when they are sick, then”

“You always think that it can never affect you.

But with this disease you really never know.”

“Maybe you should reconsider. Maybe you should move with us to end Alzheimer’s”

Victor Garber (if available): “Both my parents died of Alzheimer’s. I have lived with the effects of this disease for too long. It has got to stop.”

“Maybe you should voice your opinions.”

“I care.”

“Does that matter to you? Because if it does, then maybe you ought to move.”

“Alzheimer’s gives no mercy.”

“Alzheimer’s disease has no survivors.”

“It destroys brain cells.”

“Causes memory changes” “Erratic behaviors” “Loss of body functions” “It slowly and painfully takes away a person’s identity,” “Their ability to connect with others” “Think” “Eat” “Talk” “Walk” “Or find their way home.”

“At this time, there is no treatment to cure,

“5.3 million people have Alzheimer’s and probably twice that much that no one has recorded. Think about it. Every 70 seconds someone develops Alzheimer’s. We have got to get up and move and do research and find a cure.”

“We have to get up and be heard, because the people we are speaking up for often times cannot stand up and speak for themselves.”

“Feeling compelled? Go to this (points to website title at bottom of screen) website to find out more. Aren’t you already online? How much effort would it really take to check it out? I bet you will learn something.”

“Right now what we need is knowledge.

We need to spread the word. We need for people outside the Alzheimer’s community to be aware of this crisis we are facing.”

“Now is the time. You cannot wait a second longer. Now is the time for all of us to raise our voices. Move on this. And to open our hearts and our wallets and work together to create a world without Alzheimer’s disease.”

What if

You Weren’t able to remember...

37

Media Pitch Letter Alzheimer’s Association Orange County Chapter

17771 Cowan, Ste. 200, Irvine, CA 92614 Editor Kimberly A. Porrazzo OC Family kporrazzo@churmmedia.com Hi Kimberly, QUASH, Quest to Unravel Alzheimer’s Scavenger Hunt, is raising funds to support the Alzheimer’s Association. We invite you to cover the event, which will promote awareness on college campuses throughout the United States. It will take place from February 16 to February 27 2010.

QUASH is a city-wide scavenger hunt with 26 clues to be solved in two and a half hours.

Contestants will travel throughout the city by foot or public transportation collecting clues.

Each clue will lead to a specific city attraction where each team of two to four will perform a challenge, or collect detailed information. Points will be awarded for each task based on the difficulty of the assignment. Past tasks have included a blindfolded tour of a course, ladder golf, and brain teasers.

Alzheimer’s disease is avoidable but not curable. It ranks sixth among leading causes of death in the United States. The risk of Alzheimer’s can be reduced through proper attention to brain health.

The QUASH event spreads awareness of the disease and seeks funding for a cure. Each year the event manages to surpass its target goal, last year raising more than $128,000 nationwide through contestant’s charitable donation of $200 as an entry fee for the scavenger hunt.

Clear Channel, a global media and entertainment company that reaches more than 154 million people, is donating $7,000 to the winner of each city-wide scavenger hunt. Alzheimer’s Association’s Celebrity Champion Seth Rogen, most popularly known from the films Superbad and Knocked Up, will participate in the Anaheim scavenger hunt.

We are inviting you to cover the QUASH event that reaches your readers. The QUASH event nearest to you will take place in Anaheim on February 27. Interviews will be made available for you to speak with family members of Alzheimer’s victims, Alzheimer’s Association spokespersons, and others who have joined the cause to fight Alzheimer’s. I will contact you next week to answer your questions or to set up interviews.

Regards, Shannon Kincaid Special Events Coordinator shannon.kincaid@alz.org (949) 955-9000 ext. 3708

38

Executive Director Biography

Jim McAleer – Executive Director, Alzheimer’s Association Orange County Chapter Over the past five years, Jim McAleer has transformed the Alzheimer’s Association Orange County chapter through his work as executive director. In 2004, when McAleer took the position of Executive Director, the organization was projected to have a $330,000 budget deficit. With McAleer’s guidance, the organization was able to raise enough funds to break even his first year and realize a surplus of $381,000 in the second year.

As executive director, McAleer is responsible for all aspects of managing this $2.6 million nonprofit that helps to serve Alzheimer’s patients and their families. Alzheimer’s disease affects 5.3 million people in the United States with a new person developing the disease every 70 seconds. Through initiating a revision of the Alzheimer’s Association Orange County chapter’s education program, McAleer has helped the organization reach out to 3,000 new people in the community in just one year.

McAleer has helped secure more than $750,000 in major gifts and grants for the Alzheimer’s Association Orange County chapter. Under his leadership, the organization has also been able to increase the number of Alzheimer’s disease patients served in our community by eight percent.

McAleer has also been honored with awards such as Volunteer of the Year and Executive of the Year for his outstanding contributions.

McAleer has also contributed to other nonprofit agencies through his consulting business McAleer & Associates, which he founded in 2000. In the past 10 years, McAleer has helped raise a total of $20 million for such deserving organizations as the Corazon De Vida Foundation, Crystal Cove Alliance, Friends of El Faro Orphanage and Parents Anonymous, Inc. Prior to starting his consulting firm, McAleer was the executive director of Minute Man Arc for Human Services, Inc., in Massachusetts. He has also served as director of program operations for the National Spinal Cord Injury Association and as a program director for Transitional Resources, Inc., both in Boston.

What if

You Weren’t able to remember...

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Posters Key public (audience): high school and college students Action desired from public(s): To talk about Alzheimer’s disease with their friends, family, and/or anyone in their life. Alzheimer’s should not be the “hushed” disease that no one talks or thinks about. It is strong and prevalent and will be affecting many in the years to come.

How does this action tie to the key public’s self interest?: Alzheimer’s, if not already, will soon be affecting the grandparents and parents of many more college students. If their immediate family is not affected by this disease, it is very likely that they will know someone who will be.

Overriding message/theme: What if you were not able to remember special memories of your life? What if you couldn’t remember your family, lover, or even your life at all? Memories are precious, sacred, and can be taken away without any warning or prevention as a symptom of Alzheimer’s disease.

Describe photos/graphics: The primary purpose of these photos is to strike the emotional chord within these students who believe the disease has no impact on their lives. The photos need to be of younger people engaging in activities which have special memories, activities that they would not want to forget. The use of photography with the Alzheimer’s Association has mainly been of older people in an unhappy or depressed state. In order to engage this younger audience, they need to be included in the photos and their own memories need to be examined. In the third poster when the tag-line is switched slightly to say “What if he wasn’t able to remember you?” the picture of the older man needs to be one of strength, not one where he is overcome by the disease. This will show that even their own loved one, who may seem in perfect condition now, could one day have the disease. This removes the ability to push away the disease as something “for them” to deal with, or something “I won’t encounter.”

In order to catch the attention of a younger audience, the design also needs to be very appealing. There needs to be evidence of creativity, and the evoking of strong emotion.

Photos that can strike emotional chords should be used as well as consistent color schemes throughout the poster.

Tag-line: What if you weren’t able to remember...

Production deadline: mid-February Production quantity: 200 posters Means of distribution: Distribute to Residence Life on college campuses and to the Associated Student Body on high school campuses.

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Social Media Key public: College Students (students involved in the AAOC club as well as prospective members) and young professionals Secondary publics: High School students Action desired from public(s): To use social media as a way to stay up to date on AAOC information, to share personal experiences with the affects of Alzheimer’s disease, to connect with other students and young professionals who are affected by Alzheimer’s disease.

How does this action tie to the key public’s self interest?: College students are looking for a way to connect with people who are experiencing similar situations. Social Media is a way for college students and young professionals to share their stories in an easy, informative and safe environment.

Overriding message/theme: Lives are more connected than often realized. One in ten people over the age of 65 are diagnosed with Alzheimer’s, but ten people for every one diagnosed person will be affected by their loss of memory.

Describe photos/graphics: • Warm purple hues • Inspirational photos that illustrate the seemingly timeless quality of life • Photo of purple ribbon on finger as Facebook profile picture Third-party influentials and how they will be used (testimonials, quotes, photos, etc.): • Celebrity champions: guest bloggers and outlet to larger Twitter networking circle Tag-line: 1LifeOurMemory Production deadline: February 2010 (a month before launch of campaign in order to generate buzz and build support foundation) “1LifeOurMemory” Twitter mock-up: Twitter’s primary purpose will be to draw people to the blog and Facebook page. It will provide brief updates about the Alzheimer’s disease as new research is discovered, however full coverage will be found on the Facebook page. It will be maintained by an employee at AAOC or an appointed college or young professional social media intern.

Features to include in Twitter: • Research updates for Alzheimer’s disease • Link to 1LifeOurMemory Blog • Link to Facebook page

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“1LifeOurMemory” Blog mock-up: The 1LifeOurMemory Blog will be the primary place for people struggling with the affects of Alzheimer’s to share their stories and be comforted by others. It should be a place that brings people closer together and shows others that they are not alone in their walk. For the college students and young professionals, this is the primary way to share written stories, as well as, art. Instead of adding a “youth” section to the website, the blog provides a more personal and intimate space that highlights stories rather than facts.

Features to include in the blog: • Open section for stories to be shared • PostSecret style art section: readers can post small versions of their artwork that displays their emotional battle with Alzheimer’s • 24/7 Caregiver Helpline link (instant messaging option) • Twitter updates • Link to Facebook page • Link to website • Guest bloggers include celebrity champions and people with Alzheimer’s • Utilize SocialVibe widget as a fundraising initiative • Link to Goodsearch.com (AAOC fundraiser for every search on this search engine) Facebook: Facebook will be used primarily as a way for people to get connected and stay updated on AAOC fundraising events throughout the high school and college campuses, locations of young professional mixers, and the progress with Alzheimer’s research. The Facebook will be more factual based and serve as the primary location to receive and exchange information. AAOC currently has their own Facebook page, however, a new page should be created that is targeted at the high school, college and young professional key publics. This page will need to be updated and maintained by an AAOC representative who facilitates the AAOC campus clubs.

Facebook features include: • Groups for each AAOC campus club • Calendar section with upcoming events (in form of a “note” or “event”) • Info-graph with fundraising update • Pictures of AAOC events • Links to HBO documentary and other films about Alzheimer’s disease • Post videos from AAOC campus events and young professionals mixers • Link to previous AAOC Facebook page • Link to Twitter and blog

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Social Media Mock UPs

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Newsletter Key public: Young Professionals Action desired from public: The action we desire is for young professionals to take an active interest in the Alzheimer’s Association Orange County chapter. Young professionals can learn about upcoming events in this newsletter and then take part in the activities the organization puts on.

How does this action tie to the key public’s self interest? Young professionals have time to spend on other activities outside of work. The Alzheimer’s Association Orange County is offering them activities to do that will educate them about the disease as well as help their communities.

Overriding message/theme: Alzheimer’s disease needs to be addressed even at a young age and there are many ways to get involved.

Primary Message #1: There is a place for young professionals in the fight against Alzheimer’s.

How will you support the primary message?

• Share activities young professionals can attend such as the “Sparks’ Notes” event • Introduce the Purple Knot Competition that young professionals can take part in at their own office • “Spotlight on. . . QUASH” gives young professionals another way to get involved Primary Message #2: Memory Walk is just around the corner and young professionals can be team captains.

How will you support the primary message?

• Show a photo of volunteers from last year’s Memory Walk to show how they can get involved • Provide when and where the Memory Walk will be and how to register Photos/Graphics: Photo from “The Notebook” and of author Nicholas Sparks, photo of team having fun at QUASH, photo of a “Visionary Woman,” finger with purple knot, cast from “The Office,” to symbolize offices everywhere, volunteers at Memory Walk, crossword puzzle Third-party influentials and how will be used: We will use quotes from author Nicholas Sparks to promote his speaking engagement at Chapman University’s Memorial Hall in September 2010. We will also include a “Caregiver Tip of the Month” to show the importance of caregivers to Alzheimer’s patients.

Tagline: What if you weren’t able to remember…

Production Deadline: July 10, 2010 Production Quantity: 300 Means of distribution: Traditional mail and e-mail

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Research Analysis Alzheimer’s affects one more person every 70 seconds and the number of patients will increase immensely when the baby boomer generation hits the age of 65.

One of the greatest fears facing Alzheimer’s non-profits is the increasing age of the baby boomers. Soon, there will be a large influx in the amount of people in the most susceptible age range to develop the disease, which will lead to a larger dependency on these non-profit organizations. This increase creates a need for additional funding. Compounding this problem is the fact that the long-term care costs in California are increasing more rapidly than the rest of America. The California budget crisis is extending these fears even further, as it is a possibility that all California Disease Centers may be shut down. This provides the largest area for education, care and programming for people with Alzheimer’s disease. Organizations are currently facing the simmering crisis of the generational gap between the number of baby boomers who will soon have Alzheimer’s and the number of caregivers in the generation below them.

The international focus on research and funding will hopefully one day help to find a cure, but until then will help to inform the public

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of steps to take for prevention and treatment options to combat the disease. In order to meet these needs, many non-profits are hosting special events (gala events, sports tournaments, the Memory Walk, etc), utilizing social media, partnering with celebrities, artists, colleges, and raising dependence on volunteer work. Events such as the Memory Walk seem to have been successful over the years and they have been able to get coverage in the Orange County Register for people dealing with Alzheimer’s around these events and World Alzheimer’s Awareness Day in September.

Another tactic that organizations are using in order to reach a younger and wider audience is through the use of art. Art exhibits, movies and books have been written to try and convey the mind of people with Alzheimer’s disease and educate the public on their changed lifestyle. Art is such a powerful medium because it can create emotions and feelings that words cannot express. It becomes the representative voice of the words speaking in the patient’s mind. Many health organizations have realized the success of art programs and art therapy in order to heal patients, engage volunteers, educate the public and, at times, gain media attention.

AAOC – Specific Insights 1. High school and college students feel the main reason their peers do not get involved with the Alzheimer’s Association is because they don’t know about the organization, or how they can get involved and make an impact a. Scared with the mentality of, “I hope this never happens to me” 2. Only 25 percent of college students surveyed had heard of the AAOC 3. 54 percent of the 100 college students surveyed would be interested in volunteering with the AAOC 4. Over 50 percent of those interviewed during focus groups would be interested in volunteering for the Alzheimer’s Association College Student insights 1. All 100 Chapman University students surveyed had heard of Alzheimer’s disease a. 45 percent are directly affected by the disease through family or friends 2. Would be attracted to an organization if their friends were involved 3. Felt events should take place on campus and have food High School Student Insights 1. Major disconnect between the majority of high school students and Alzheimer’s disease 2. Would like to attend events that are visual and interactive, where the primary focus is something involving music, art or acting 3. Most are involved with the organization to fulfill school service requirements, or because a grandparents has Alzheimer’s disease Young Professional Insights 1. Would rather attend a fundraising event then an event at a bar or club in which the door fee goes towards an organization 2. Want to meet people with similar interests and are motivated to attend events that will result in their making a difference Interviews 1. 11 in-person interviews: Mallory Gompert (Volunteer Coordinator, Alzheimer’s Association Orange County Chapter), Jannah Kociencki (Marketing Assistant, Palmcrest Grande), Delphina (Caregiver, Palmcrest Grande), Celestina (Caregiver, Palmcrest Grande), Kim Gonzales (Adult Day Care Director, Palmcrest Grande), Steven & Bailey (students at Esperanza High School), Members of Delta Sigma Chi Coed Fraternity at CSU Fullerton, Daniel (President of Tau Kappa Epsilon Fraternity at CSU Fullerton), Ashley Munoz (student at Valencia High School), Shannon West (Graduate student intern for Alzheimer’s Association Orange County Chapter) 2. Two phone interviews: Jamasb Sayadi (Current High School Alzheimer’s Association Volunteer), Cheyenne Greenwood (Current High School Alzheimer’s Association Volunteer) Surveys: 100 Chapman University Students Focus Groups: 18 Chapman University Students Total Impressions Gathered: 131

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Haas, Jane Glenn. “Alzheimer’s takes toll on caregivers, too.” ����������������������.

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McKinzie, Bonnie. “She remembers for two what Alzheimer’s has robbed from her husband.” ����������������������. Article. March 4, 2008 <http://www.ocregister.com/articles/husbandyears-one-1992220-know-longer>.

McKenzie, John, and Peter Martinez. "Est. 200,000 Americans Living With Early Alzheimer's -- and They Have Not Hit 65." ABC News. 1 Aug. 2009. Web. 15 Sept. 2009. <http://abcnews.go.com/Health/AlzheimersNews/story?id=8230700&page=1>.

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