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Advisory Council July 2013 Meeting Presentation: Building Awareness


Friday, July 19, 2013


Building Awareness:Three Lessons from Long-Term Care

Hunter McKay
Administration for Community Living/Administration on Aging

National Plan to Address Alzheimer's Disease Education & Awareness Goals

  • Alzheimer's Outreach
    • Strategy 4.A.1 Design and conduct a national education and outreach initiative Anchor: Target: dementia caregivers Competition: significant
  • Long-Term Care Awareness
    • Strategy 3.C.2 Expand long-term care awareness efforts Anchor: Target: Adults 45 -70 Competition: minimal

LTC Campaign Parameters

  • Goal: Provide information and tools to facilitate planning ahead for long-term care (including dementia).
  • Target audience:
    • Pre-retirees and newly retired
    • Ages 45 - 70
  • Estimated Funding Level:
    • FY 2011 - $3 million
    • FY 2012 - $3 million
  • Funds appropriated on a one-year basis

Long-Term Care Considerations

  • Lack of Knowledge: Pre-retires and retirees remain unaware of:
    • risk
    • cost
    • how to prepare
  • Fear: Alzheimer's disease is the #1 health fear of both pre-retirees and retirees
  • No Self-Identification: much of the target group does accept this issue as something they need to think/worry about

Major Campaign Milestones

  1. Refresh content using insights from:
    • Technical panel
    • Website analytics and digital media response
  2. Re-launch website
  3. Select media designed for target segments
  4. Use response to initial media buy to improve messaging and media placement

LTC Media Buy

  • Four Components:
    • Radio PSAs
    • Digital banner and search
    • Print – magazine ads
    • Partnerships/Matte releases
  • Timetable:
    • Current campaign concluded by September 30th

Banner Ads

Five separate quick-draw cartoons, the following is the punch line panel. The set-up: Reason # ? for planning ahead for long-term care. Because…….

Banner Ads
Ad in Motion:

Long-Term Care Awareness Initial Strategy

  • Introduce concept of "Long-Term Care Planning"
  • Normalize concept as a part of retirement planning
  • Key Message Points: (Tone: Coaching/humor)
    • Plan ahead to stay in charge
    • Planning ahead is good for you and your family
    • Planning is not just long-term care insurance

Lesson #1. Meet them where they are or, don't get ahead of your target market.

  • Our audience was not ready
  • "Long-term Care Planning"
    • Concept had no meaning
    • "I don't know enough"
  • Premature calls to action made users feel more unprepared and fearful


Lesson #2. If you listen, they will tell you….. so listen well.

  • Target market may not know how they feel as many of them are trying not to think about it
  • Focus group misdirection
  • Digital metrics (ad response + website analytics) and usability testing offered the best ways of understanding our target market

Heat Map

Google Analytics

Lesson #3. Speak to the ear they listen with.

  • Audience may be more comfortable acknowledging one or more components instead of the whole
  • Audience selected the context in which they were most comfortable with these concepts
  • Engagement increased by understanding audience comfort level and building on it

Current Site

Creative Comparison

Placement Comparison

Moving Forward

  • Cooperate -- Coordinate -- Partner
    • Select networks/partners already engaging audience on topics that reflect their preferences
    • Go to them (Pathfinder widget)
  • Listening is key to future content development and marketing investment
  • Employ strategies that allow audience to find their own comfort level


Return to

National Alzheimer's Project Act Home Page

Advisory Council on Alzheimer's Research, Care, and Services Page

Advisory Council on Alzheimer's Research, Care, and Services Meetings Page