The Alzheimer’s Association engaged with Qorvis MSLGROUP to design and execute a public affairs campaign to increase awareness about the prevalence and cost of the disease, particularly with policymakers, and grow support for increased Alzheimer's research funding.
Click here to watch the award-winning “Money Brain” TV commercial.
In addition to conducting market research among Beltway policy influencers to guide targeted messaging and developing a $1.5M paid media campaign (including TV, print, radio and digital advertisements) tailored for those same influencers, Qorvis MSLGROUP led a robust media relations effort targeted at the Beltway. Qorvis MSLGROUP also launched a paid and organic digital strategy and hosted a first-ever ALZ Association policy session featuring Members of Congress and guest emcee Judy Woodruff.
Qorvis MSLGROUP’s campaign persuaded lawmakers to approve over $125 million in new research funding during its first 4 months. In each year of the Qorvis MSLGROUP-led Beltway influencer campaign, Congress has agreed to historic increases of Alzheimer’s funding in the federal budget. In addition, Qorvis MSLGROUP garnered over 200 million media impressions, including both Beltway and national coverage.
Perhaps most importantly, the campaign has seen an increase in Beltway attention for this deadly disease. The number of Beltway elites who now report being “extremely” and “very” concerned about Alzheimer's disease has increased from 54 percent to 66 percent. 74 percent now say the government should spend more on Alzheimer’s and 85 percent of Beltway elites now believe is it likely to slow the onset and reduce the effects of Alzheimer’s if there is a substantial increase in federal research funding.