Rethink Dementia Marketing Campaign Evaluation – 2024/25

Footnotes

1. Dementia Anti-stigma: semiotic research into representations of dementia and people living with dementia in Scottish and British culture (July 2023).

2. Dementia Anti-stigma: insight gathering research and territory testing (August 2023). Fieldwork was conducted between 2 - 7 August 2023. Participants were aged between 25 to 70 and had no close personal experience of dementia (personal or professional). Research consisted of nine online focus groups with 36 people in total.

3. Dementia Anti-stigma: creative testing research (November 2023). Fieldwork was conducted between 13 - 20 November 2023. Participants were aged between 30 to 60 and were not knowledgeable or experienced regarding dementia. Research consisted of six focus groups and three one-to-one depth interviews with 37 people in total.

4. Relevance, Understanding and knowledge, Stand-out/salience, Trust, Interest, Credibility/self-efficacy, Motivation. Measured using a battery of statements with which respondents are asked to agree/disagree.