Then-Now-Imagine

"Then, Now, Imagine" is a message concept conveying the hope research offers.

We urge our members and all stakeholders in research to use it. Each message describes the state of a condition or disease years ago (then), how research has improved the situation (now) and what further research might bring in the future (imagine).

As a framework it brings to life the many ways medical and health research has improved quality of life for Americans and people everywhere. Even more importantly, it reminds us how much more research might deliver, if it were to become a much higher national priority.

Others using the 'Then-Now-Imagine' framework

The National Institutes of Health uses a similar structure in its Research Results for the Public fact sheets.

The Friends of the National Institute of Nursing Research included several "Then-Now-Imagines" in the program for its 2006 NightinGala.

How to use 'Then-Now-Imagine'

"Then-Now-Imagine" messages are easy to drop into a conversation, and they are particularly effective when used in presentations with images.

Research!America members can download a set of PowerPoint slides to use in their own presentations.

'Then-Now-Imagine' Examples

Stroke

Then ... In the 1950s a stroke was four times more likely to result in death than it is today.
Now ... Deaths rates of stroke victims have declined by 60 percent since 1970.
Imagine ... Preventing the occurrence of stroke.
Source: Research! America's Investment in Research Saves Lives and Money: Heart Disease & Stroke; National Institutes of Health, Research Results for the Public: Stroke Fact Sheet

Diabetes

Then ... Kidney failure struck approximately one-third of diabetic patients.
Now... Fewer than 10 percent of diabetics now develop kidney failure.
Imagine... Eliminating kidney failure for all who suffer diabetes.
Source: Research! America's Investment in Research Saves Lives and Money: Diabetes; National Institutes of Health, Research Results for the Public: Type 1 Diabetes Fact Sheet, Chronic Kidney Disease and Kidney Failure Fact Sheet

Flu

Then ... In 1918, 20 to 50 million lives were lost worldwide to the influenza pandemic.
Now ... Research has led to the development of the flu vaccine, which can prevent 60 percent of hospitalizations and 80 percent of flu-related deaths among the elderly.
Imagine ... Developing additional flu vaccines for pandemic flu virus threats.
Source: Research! America's Investment in Research Saves Lives and Money: Heart Disease & Stroke; Centers for Disease Control and Prevention: Questions & Answers: Reconstruction of the 1918 Influenza Pandemic Virus

Chronic Obstructive Pulmonary Disease (COPD)

Then ... The dangers of smoking and air pollutants were unknown.
Now ... COPD is the only syndrome of the top 10 causes of death expected to increase in the next decade, yet research has shown that effective tobacco cessation interventions could double or triple quit rates.
Imagine ... Preventing and slowing the progression of COPD.
Source: Research! America's Investment in Research Saves Lives and Money: COPD; American Lung Association, January 2006; National Institutes of Health, June 2006

Smoking

Then ... Ten years ago, Americans consumed 100 billion more cigarettes than they do today.
Now ... Of the 44.5 million smokers in the United States, 70 percent want to quit, 40 percent attempt to quit, yet only 5 percent succeed.
Imagine ... Successfully facilitating smoking cessation for all smokers, extending the quality and length of their lives.
Source: American Lung Association, January 2006; NIH, June 2006

Life Expectancies

Then ... In 1950 Americans on average lived to age 68.2.
Now ... Americans on average can expect to live 77.6 years, due to medical and public health advances.
Imagine ... Extending quality of life for healthier and longer lives.
Source: National Center for Health Statistics

Tuberculosis (TB)

Then ... New York experienced a TB epidemic, with 3,811 new cases in 1992.
Now ... TB is at its lowest rate in the United States in decades with 989 cases in 2005.
Imagine ... Extending this success worldwide to save the 2 million people expected to die from TB each year.
Source: Lerner, Barron H., MD "'Tough Love' Lessons From a Deadly Epidemic." New Y ork Times 27 Jun. 2006