How did we develop OutreachPro messages and materials?
Content provided on OutreachPro is informed by audience research. What does that mean? The messaging within OutreachPro materials such as the headlines, subheads and imagery were systematically created using both qualitative and quantitative research, conducted with groups that are underrepresented in clinical research. The goal of this research was to provide customizable, culturally appropriate messaging on clinical trials on Alzheimer’s disease and Alzheimer’s disease related dementias (AD/ADRD), tailored to the preferences of different audiences. Our formative research process includes literature reviews, environmental scans, listening sessions with stakeholders, focus groups, surveys, and user feedback testing. To date, our research focuses on the following groups:
Through our formative research with Black or African American audiences, here are the key takeaways and tips to consider as you develop AD/ADRD recruitment outreach materials:
Messaging
Concepts to consider:
-
Research showed a preference for the following terms:
- Alzheimer’s research study
- Memory loss research
- Specify “Alzheimer’s disease” when possible, to grab attention and increase relevance
- Focus on the need for a range of treatments that will benefit all races and ethnicities
- Focus on differences in risk (e.g., Black or African Americans being twice as likely to get Alzheimer’s disease)
- Build trust by being transparent and clear regarding the safety and privacy of participants, and set realistic expectations
- Focus on future generations and emphasizing family
- Connect to personal experiences (e.g., family history, caregiving)
- Show the value of Black or African American participation (prevention and treatment solutions for African Americans)
- Include data and statistics where/when applicable
Concepts that did not resonate with the intended audience:
- Messages that appeared to over-promise on results/support
- Messages that gave the appearance of presuming how individuals should think/feel
Images
Concepts to consider:
- Use images that reflect the audience you are trying to reach
- Emphasize family (e.g., multigenerational images)
- Show a support system
- Reinforce positive outcomes by using calming and hopeful imagery
Concepts that did not resonate with the intended audience:
- Images showing only the backs of people
- Images of that gave the appearance of a singular, isolated individual
These tips and key takeaways are based on formative research activities. If you have additional questions about our research, contact us at: https://outreachpro.nia.nih.gov/helpdesk.html
Through our formative research with Hispanic or Latino audiences, here are the key takeaways and tips to consider as you develop AD/ADRD recruitment outreach materials:
Messaging
Concepts to consider:
- Research showed audience preference for the following terms
- Alzheimer’s disease
- Alzheimer’s research study / un estudio sobre el Alzheimer
- Alzheimer’s research / investigatción sobre Alzheimer
- memory loss
- clinical study / estudio cliníco
- medical study / estudio medico
- Use personable and relatable messaging
- Be direct and straightforward
- Emphasize how participating can potentially also help their family or future generations
- Focus on differences in risk (e.g., Hispanic or Latino communities being 1.5 times more likely to get Alzheimer’s disease)
- Connect to personal experiences (e.g., family history, caregiving)
- Emphasize finding ways to prevent or treat AD/ADRD
Images
Concepts to consider:
- Include images that show the diversity of the Hispanic and Latino community
- Emphasize family and show a support system
- Use images that show diversity in familial relationships and genders in the family (e.g. parents with both a son and a daughter)
These tips and key takeaways are based on formative research activities. If you have additional questions about our research, contact us at: https://outreachpro.nia.nih.gov/helpdesk.html
Through our formative research with AAPI audiences, here are the key takeaways and tips to consider as you develop AD/ADRD recruitment outreach materials:
Messaging
Concepts to consider:
- Research showed audience preference for the following terms
- Alzheimer’s disease
- dementia (for Filipino audiences)
- clinical study
- memory loss research
- Emphasize the support (e.g., social, emotional, informational) they could receive while participating
- Emphasize how participating can potentially help family or future generations
- Include positive messages that convey a sense of hope
Images
Concepts to consider:
- Use images that evoke a warm or loving feeling
- Include activities that resonate with the intended audience
- Emphasize family relationships
These tips and key takeaways are based on formative research activities. If you have additional questions about our research, contact us at: https://outreachpro.nia.nih.gov/helpdesk.html
Throughout our formative research with caregivers, here are the key takeaways that were consistent across the races/ethnicities listed above:
Messaging
- Research showed audience preference for the following terms
- Alzheimer’s disease
- Alzheimer’s research study
- memory loss
- caregiver
- Focus on taking care of family or a loved one
- Be specific about what is being studied (the disease, prevention, treatment, etc.)
- Emphasize (when applicable) the support (e.g., social, emotional, informational) caregivers could receive while participating, without overpromising
- Clarify who in the study will be considered a “participant” (i.e., person with memory loss, care taker, both)
- Acknowledge that caregiving can be difficult, and that caregivers need support too
- Include positive messages that convey a sense of hope
Images
Concepts to consider:
- Include images with two people together or multiple generations supporting their loved ones.
Concepts that did not resonate with the intended audience:
- Images that gave the appearance of a singular, isolated individual
Throughout our formative research with at-risk audiences, here are the key takeaways that were consistent across the races/ethnicities listed above:
Messaging
Concepts to consider:
- Research showed audience preference for the following terms
- memory loss
- memory loss research
- brain health research
- Alzheimer’s disease
- Alzheimer’s research study
- Emphasize the benefits of helping future generations
- Emphasize prevention and the need to take care of your brain as part of your overall health
- Emphasize being part of something bigger (e.g., helping to find a treatment)
- Make the connection between being at risk and their ability to participate in a clinical study
Concepts that did not resonate with the intended audience:
- Messages that appeared to over-promise on results
Images
Concepts to consider:
- Include family-centric images with multiple generations
- Depict older adults with independence and autonomy
- Include activity-based images that show individuals supported by family and friends
- Include medical settings with race/ethnicity-matched health care providers who look engaged and connected
Concepts that did not resonate with the intended audience:
- Images in clinical settings that included facial expressions that could be perceived negatively (e.g., scared, fearful)