Porter Novelli Tells Public to ‘Think Ahead’

BOSTON Omnicom Group’s Porter Novelli this week broke a campaign for the Alzheimer’s Association touting preventive care, the agency said.

The creative strategy stemmed from research published about new prevention methods, according to Wendy Hagen, senior vice president, director of planning and integration in the agency’s Washington, D.C., office. “That gave us the impetus for doing a consumer education campaign. We learned that most baby boomers are very receptive to prevention messages.”

With “Think ahead” as a slogan, the campaign consists of print, radio and TV PSAs. The effort is part of the association’s primary “Maintain your brain” campaign, which was launched in February 2004. Porter Novelli’s creative unit, PN2, developed the new ads.

Actor Peter Gallagher, a star of Fox’s The O.C., narrates the TV and radio spots. Gallagher’s mother recently died of Alzheimer’s disease, and he has been involved with the organization for several years.

“My mother lived with Alzheimer’s disease for over 15 years,” said Gallagher in a statement. “I am honored to offer a message of hope and prevention to all those afflicted by this heartbreaking disease and to the people who love them.”

The TV spot shows adults participating in a variety of healthy activities like hiking, walking and eating a balanced diet. Gallagher says, “Here’s something to think about. New research shows that regular exercise and a heart-healthy diet may help to reduce the risk of Alzheimer’s disease.” He concludes, “Thinking ahead might make all the difference tomorrow.”

The PSAs issue a call to action to Americans to take simple steps in four lifestyle areas: social activity, mental activity, diet and exercise.

More than 4.5 million Americans are suffering from Alzheimer’s disease, and those numbers are expected to grow significantly as baby boomers age, according to the Chicago-based association.