CHICAGO: The Alzheimer's Association has appointed Porter Novelli to handle PR for its inaugural branding campaign. Two other Omnicom agencies, Rapp Collins Worldwide and Changing Our World, have also been enlisted for advertising and philanthropic support, respectively.
David Zucker, EVP and director of PN's cause marketing and social responsibility group, is leading the account. Support will come from the agency's healthcare, consumer and public affairs practices, across its New York, Washington, DC, and Chicago offices.
The goal of the campaign is fourfold: to accelerate the progress in Alzheimer's research; to improve the quality of Alzheimer's services; to increase awareness of the disease; and to build organizational capabilities at the association to increase funding.
Zucker said that the PR component would focus largely on disseminating information about advancements happening "on the research front" of Alzheimer's. He said, "Baby boomers view the disease as hopeless, so we want to communicate that it is actually a hopeful situation."