The goal was to get one million Tweets with the hashtag #1MTweets, allowing people to digitally memorialize friends and family who battled the disease, according to Jordan Banks, the Canada-based philanthropist, and former JumpTV and eBay executive said. Banks is currently partner at his firm Thunder Road Capital.
"It was clear to us that Twitter was going to be a great platform for hosting this and also a great communication vehicle for disseminating the information, but we also took a look at things like YouTube and Facebook," said Banks, who had four grandparents battle Alzheimer's. He said the campaign's message is all about getting rid of the stigma of the disease and to remind people that it is "not just an old person's disease," he added.
Working with Edelman, Banks also did traditional media outreach to radio, TV, and print outlets, leveraging news about World Alzheimer's Day.
"One of the PR strategies was to find the right balance between the digital media relations, blogger outreach, the online component, and also traditional media relations," said Shane Dolgin, SVP of corporate and technology for Edelman Canada, which worked on the program pro bono. "We're really looking to have multiple touch points, but also hit various demographics."