The Alzheimer’s Foundation of America’s (AFA) mission is to provide optimal care and services to individuals confronting dementia, and to their caregivers. Alzheimer’s disease is the fifth leading cause of death in the United States, yet there is a persistent stigma associated with the disease that prevents people from talking about it and taking action that could ultimately help improve quality of life. In September 2014, AFA retained Momentum to launch a new campaign to promote its free, nationwide memory screenings and build awareness for the importance of early detection.<\/p>\r\n
Many awareness campaigns surrounding Alzheimer’s have focused on the devastation caused by the disease. Momentum recommended a different strategy: to motivate the public with a positive message to Remember Together<\/em> – celebrating the joy of memories and reminding people to take advantage of memory screenings to help keep those memories alive.<\/p>\r\n The campaign focused on a public call to action, asking people to recreate photos of favorite memories and share them on social media. Remember Together<\/em> capitalized on already popular trends such as photo sharing and #ThrowbackThursday, but attached these trends to the powerful cause of Alzheimer’s awareness. The campaign launched in October 2014, encompassing guerilla marketing, social media, media relations, email marketing, a microsite, and special events. The campaign culminated on May 16, 2015, with Remember Together Day<\/em>, a large-scale public event in New York City’s Flatiron Plaza.<\/p>\r\n Since the launch of Remember Together, awareness and engagement has grown rapidly. Results to date include:<\/p>\r\nResults<\/h3>\r\n
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