Culturally Relevant, Research-Driven Ads
Penn Memory Center researchers used a multi-phase, theory-driven research process to craft and test advertising messages that would motivate African-American and non-Hispanic white adults to accompany their parent, step-parent, or parent-in-law to see a specialist for a memory evaluation. Staff members created a two-page handout that features images of several full-color ads and encourages organizations that provide services to older adults to make use of them, free of charge. Penn Memory Center will customize the ads with the partnering organization’s brand and contact information. Organizations are encouraged to use the advertisements online, in print publications, or on public display. Organizations that use the messaging are asked to help evaluate impact.