Alzheimer’s Society uses breakthrough appeal for new campaign
Published: May 13, 2005
The Alzheimer’s Society is seeking to boost regular donations with fundraising activity alerting donors of a new initiative that could herald an early warning system of the first stages of dementia.
The campaign is the first work undertaken for the charity by WWAV Rapp Collins Bristol, which won the account in November 2004. The campaign follows research that found consumers are more motivated to give if their money goes towards research.
Prospective donors will be told about a possible medical breakthrough that found that those with dementia are more likely to have an impaired sense of smell.
This could lead to the development of an “early warning system” that could identify people in the early stages of dementia, according to the charity.
A mailing will target 53,000 donors and 75,000 prospects with the design on the outer envelope with the headline “The cure of Alzheimer’s disease may be in your hands”.
Inside there is a scan showing the difference between a normal brain and a brain affected by Alzheimer’s disease, and a letter from Dr Susanne Sorensen, head of research for the charity, highlighting the fact that there is currently no cure for the disease.
The scan featured in the letter is used to highlight that the difference in brain activity could hold the answer: “It is in there somewhere, we just have to find it.”
Respondents are encouraged to sign up for a monthly donation so that the charity can plan ahead and “do so much more with the donations we are generously given”.
John Morris, head of donor marketing at the Alzheimer’s Society, said: “Everyday around 400 people in the UK show symptoms of dementia and their world turns upside down.
“We predict that by 2010 there will be 870,000 Alzheimer’s sufferers in the UK so it is vital that we intensify our efforts to find a cure.”
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