Creating Content to Promote Brain Health

Project Description

"Creating Content to Promote Brain Health"

Challenge:

The GAP Foundation sought to create awareness among the 50+ crowd about the need for greater participation in Alzheimer’s clinical trials. To quickly grow its registrant population in between January and August 2016, the GAP Foundation sought to drive traffic and increase enrollment for brainhealthregistry.org. To accomplish both goals, LCI helped the GAP Foundation create a memorable campaign that would:

1. Educate the public (particularly those ages 50+) about the need for greater participation in Alzheimer’s clinical trials.

2. Encourage people to visit the Brain Health Registry website and sign up to be a participating member in the free Registry.

Strategy

For GAP Foundation, LCI produced original content that was designed to engage diverse audiences at multiple touch points. Through a combination of providing authentic, relevant and emotional information, LCI wanted to both educate the public about Alzheimer’s clinical trials and also increase membership on the BHR.

The team filmed public service announcements (PSAs) with celebrities who have a connection to the disease, including Paula Abdul (“American Idol”), Ron Reagan (President Reagan’s son), Leeza Gibbons (“Entertainment Tonight”), Linda Gray (“Dallas”) and Samantha Harris (“Dancing With the Stars”). To make the PSAs compelling, LCI drafted a unique script for each celebrity. The firm also recorded each video in a personal setting to give a down-to-earth and relatable feel. LCI worked with a distribution company – Public Service Network (PSN) – to air each PSA nationally, particularly in target markets with active Alzheimer’s clinical trials. The PSAs were distributed in target markets including: Atlanta, Boston, Las Vegas, Providence (RI), San Francisco and South Florida.

LCI created a mini-campaign surrounding Linda Gray’s PSA which invited people to enter to win a “Lunch with Linda.” Members of the public were asked via Facebook (or letters) to describe why they wanted to meet Linda. LCI selected a winner randomly from among hundreds of entries. This additional promotion generated further awareness of Linda’s PSA, as well as the Alzheimer’s Registry.

LCI championed media sponsorship packages with WXIA-TV (NBC in Atlanta), WCVB-TV (ABC in Boston) and WPTV-TV (NBC in West Palm Beach, FL). These stations agreed both to run the PSAs during peak air times and to produce one-off promotional packages to further promote the Registry.

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 trials and those who actually do. LCI packaged the results in a press release, distributed the release over a national newswire and pitched the story nationally. In addition, LCI utilized an email campaign via the Brain Health Registry newsletter. The team created content so that all of the GAP Foundation’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, throughout the campaign, LCI created targeted landing pages and digital ads which ran on Facebook and Google.

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’s efforts to launch celebrity PSAs yielded a substantial uptick in traffic to the Brain Health Registry website and greatly increased registry signups.

o From January to August 2016, LCI added nearly 10,000 new members to the Brain Health Registry, increasing membership by 27 percent compared to previous months.

o From January to August 2016, LCI drove 376,000 users to the BHR website. 105,000 of those being new unique visits to www.brainhealthregistry.org.

o The PSAs aired nearly 20,000 times across major cities in the U.S., including all the top 10 DMAs.

o Linda Gray’s PSA aired in airports throughout the U.S. on CNN Airport News.

o Nearly 1,000 people entered the “Lunch with Linda” sweepstakes, and 90-year-old, June Rohn from Madison, NJ (and a BIG fan of Linda’s) was the winner of the contest.

o LCI pitched the PSAs and “Lunch with Linda” to national media, resulting in features with People.com, Extra TV, Good Day LA (KTTV), LookToTheStars.com, Huffington Post and GoodCelebrity.com.

o USA Today featured the results of the GAP Foundation’s Harris Poll.

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