Creating Content To Promote Brain Health
Challenge
Global Alzheimer’s Platform (GAP) is a nonprofit organization dedicated to reducing the time, cost and risk of Alzheimer’s clinical trials. The team wanted to increase awareness about the need for more participation in Alzheimer’s clinical trials. They also wanted to drive enrollments on the free, online platform called the Brain Health Registry (BHR).
Strategy
For GAP, LCI produced original content designed to engage diverse audiences at multiple touch points. Through a combination of providing authentic, relevant and emotional information, LCI sought to both educate the public about Alzheimer’s clinical trials and also increase membership on the BHR.
Tactics
The team filmed public service announcements (PSAs) with celebrities who have a connection to the disease, including Paula Abdul and Ron Reagan. The PSAs were distributed in target markets including: Atlanta, Boston, Las Vegas, New York, San Francisco and South Florida. LCI also commissioned a Harris Poll survey to highlight the disparity between people who say they are willing to participate in an Alzheimer’s clinical trial and those who actually do. LCI packaged the results in a press release and distributed the release over a national newswire. In addition, LCI utilized an email campaign via the Brain Health Registry newsletter. The team created content so that all of the GAP’s affiliated research sites (such as Harvard, University of California, San Francisco and The Cleveland Clinic) were able to share exclusive content via their e-newsletters and social media channels. Lastly, LCI created targeted landing pages and digital ads which ran on Facebook and Google.
Results
LCI added nearly 10,000 new members, increasing membership by 27 percent compared to previous months. Additionally, LCI’s efforts drove 376,000+ users to the BHR website, 105,000 of which were new users. The content LCI created for the campaign provided angles to pitch traditional news media. This helped us land coverage on the front page of USA TODAY, The Huffington Post, People, Extra TV, Good Day LA (KTTV-TV, Los Angeles), Psychology Today and more. The PSAs aired 20,000 times across major US cities and in major American airports nationwide. LCI garnered approximately 160 million media impressions for GAP and the Brain Health Registry. Finally, LCI’s landing pages and digital ads, along with our Google AdWords and SEO marketing expertise, accounted for more than 100,000 website visits throughout the campaign.