I’m writing this message to encourage the National Alzheimer’s Association to go back and do some editing to their new commercial. This seems like a pat on the back commercial for the National Association. We have to do better than this! I hope they have not wasted money on running this ad. It totally missed the mark!
A message from Michael Ellenbogen: (with his permission)
“The Alzheimer Association almost hit a home run with this commercial. Almost! They finally made it clear to the public that you die from this disease and then ruin it with the claim “We cure Alzheimer’s Disease”. I wish they did because I am living with the disease and I need the cure. Instead they try to make themselves look good at the expense of those suffering with the disease and their families.”
Additional thoughts from me on this message:
This ad missed the mark on messaging! When people not familiar with this disease hear this ad, they may not catch the true message. When the Alzheimer’s Association said “We cure Alzheimer’s” someone not familiar with this disease may think that the Alzheimer’s Association cured the disease and not heard the real message. (Especially with all the fireworks!)
I also think that there is no real call to action. i.e. Text to donate! They also do not reference their social channels (Facebook, Twitter, LinkedIn, etc.). They also do not reference the hashtag #EndALZ! (They also do not really use their social channels which is also a huge disappointment)
It seems like we have no consistent message around Alzheimer’s! It seems to change often. We have “Open, Voice, Move” and #EndALZ and now ”The brains behind saving yours”. – I think this last one belongs to the scientists, not the Alzheimer’s Association.
Please contact the Alzheimer’s Association and ask them to edit this ad to ensure viewers have a clear understanding of the message.
How to contact the Association:
Contact us for information, referral and support.
225 N. Michigan Ave., Fl. 17
Chicago, IL 60601-7633