Client: Alzheimer's Prevention Foundation International
Project focus: Governmental Affairs, Public Relations & Media Management, Strategic Planning, Advertising (direct mail)
Challenge - Russell Public was retained by an internationally recognized non-profit organization dedicated to educating a wide range of stakeholders on the prevention of brain degenerative diseases through integrative medicine and lifestyle change. This message is somewhat controversial, and the client hired Russell Public to navigate some potentially stormy seas in the profiling of the foundation's work.
Our Approach - Russell Public developed a strategy to enhance the credibility of the foundation's message. This was done by developing a brochure for the organization, noting the important role that conventional medicine plays in an integrated prevention strategy. Additionally, the agency was successful in generating a public statement from the Surgeon General of the United States about the potential benefits that integrative medicine can play in the prevention of Alzheimer's. Further, the agency secured an opportunity for the client to testify before a U.S. Congressional committee on the need to focus greater funding in aging research on Alzheimer's prevention.
Results - The client received an educational grant from a conventional pharmaceutical company for its continued work in educating the public in this area. The Surgeon General's statement was picked up by the media in several key markets. The Christian Broadcast Network (CBN) produced a feature segment on the foundation and its work which aired nationally on the 700 Club.
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