Family Caregivers Assoc.

The National Caregivers Association

Awards:	2005 International Communicators Crystal Award of Excellence
	2005: Public Relations Society of America- Maryland, Award of Excellence

Need: The National Family Caregivers Association and the National Alliance for Caregiving requested a public relations program to support their national public education program (1) to help family caregivers realize and acknowledge their role and its impact on their lives; (2) to support the Public Service Announcements by reinforcing campaign images and messages to the media; (3) to position the Family Caregiving 101 Website, www.familycaregiving101.org as a comprehensive source for help and information.

The plan:

•	Raise awareness among the nation’s 50 million family caregivers that family caregiving is not all up to them within 6 months of the program launch, as measured by a projected 25,000 visits to a new Web site-- www.familycaregiving101.org.
•	Achieve near-term national media placements attributable to the public relations program to demonstrate the critical role of PR in the success of the PSA campaign as measured by circulation and comparable ad value.
•	Achieve success in the first 3 objectives within 6 months of program launch as measured by client approval of Phase II Grass Roots Family Caregiving events and academic outreach program nationwide.

The results:

•	Achieved 63,991 web site visits within the first 6 months, with approximately 2,000 new unique visitors each month
•	With combined print, radio, and wire service placements, our public relations efforts have reached more than 99 million across the country, valued at nearly $450 thousand and which, in conjunction with the print and radio PSAs, is estimated at approximately $1.3 million in comparable advertising value¹ for the total campaign.
•	Media clipping content analysis showed 100% message control.
•	A Phase II program of national grass-roots PR events and academic outreach was approved by Eisai Inc., and is in progress.

¹Source: August, Lang & Husak, advertising and public relations, Family Caregiver Public Education Program; Implementation Proposal, Phase II. (Oversight agency)

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Family Caregivers
NFCA President & Co-Founder
Suzanne Mintz, and
Abigail Joyce at
Washington, DC
Metro Center event

To Contact us:

Gwyn Walcoff, APR
Chesapeake Communications Group, LLC
109 Chester Avenue
Annapolis, Maryland 21403

Phone: (410) 267-0611

Email: walcoff2@verizon.net