Minding the social generation

April 8, 2009 – 11:10 am by Gina Monari

I am always on the lookout for creatively tailored approaches to health-care education. One unique foray into the reality of Alzheimer’s disease provides a portal, fueled by first-hand experiences and resources in blog format. A new online social marketing Website called “Mind Matters” links and bridges generations affected by Alzheimer’s disease. The marketing communications company Partners+simons helped to launch the “Mind Matters” blog, which reaches out to patients, caregivers, and families.

Recent posts take readers through one daughter’s recollection of her mother’s difficult and painful journey with Alzheimer’s combined with an inspirational message of hope, as well as a younger generation’s perspective and experiences with the disease. The blog’s Website provides links to a helpline, as well as local resources.

Partners+simons worked with the Massachusetts/New Hampshire chapter of the Alzheimer’s Association to provide a forum that crosses and embraces multiple generations. The goal of the new blog is to build and support a community of those affected by Alzheimer’s disease. Families increasingly use the Web to find medical facts, specific information, as well as a way to relate to other people facing similar issues.

“We wanted a place for people to share their thoughts so they can feel less alone and more empowered,” says Betsy Fitzgerald-Campbell, VP, communications and public Affairs of the Alzheimer’s Association, MA/NH Chapter. “Mind Matters is a resource to build awareness and to help people feel that they have a place to turn to learn more. Partners+simons’ donation of its time and talent has allowed us to develop a great online resource, which will be a strong forum and support system.”

Every 70 seconds, someone develops Alzheimer’s disease, a progressive and fatal brain disease marked by memory loss. Recently released figures show there are 5.3 million people with the disease. Just as important are those people around these patients — whether a community of family members or caregivers — who have taken the responsibility to care for them.

According to Tom Simons, CEO and chief creative director, Partners+simons, using social media is the best way to reach out across generations — from those recently diagnosed, to caretakers and younger family members who have made such online tools part of the fabric of their daily lives. The MA/NH Chapter showed Partners+simons that while there is a hunger for information among the Alzheimer’s community, there is a spectrum of participation from those who want to be anonymous, to those who want to chronicle every step of the experience. Ironically, the Internet and the creation of a social community links the oldest generation with the youngest in a way, and with an affinity for the issue, that creates a unique community.