Rethink Dementia Marketing Campaign Evaluation – 2024/25

2. Overarching campaign strategy

The Rethink Dementia campaign was developed in partnership with members from the National Dementia Lived Experience Panel. This includes both people living with dementia, and people who have cared for someone with the condition. Initial consultation with the Panel determined the campaign should address the stigma that results in those with dementia being excluded from the relationships and activities they enjoyed before diagnosis. The Lived Experience Panel were involved throughout all stages of campaign development, from the development of key messages to the creative strategy and production of the adverts.

Extensive research was undertaken to understand knowledge and perceptions of dementia and the stigma experienced by those living with dementia. This included semiotic research into cultural representation of the condition^[1], qualitative research with 25 to 75 year olds^[2] and focus groups/workshops with the Lived Experience Panel.

While the research sample had a high awareness of dementia, their knowledge was often patchy and focused on the later stages of the disease. This was compounded by the near invisibility of the early and middle stages in society. They struggled to understand the stigma experienced by people living with dementia, tending to empathise with the family and carers rather than the person with the disease. They were also unsure of how they could help and support someone with a diagnosis. Some were anxious about knowing what to say or fearful of upsetting the person living with dementia.

The research identified clear opportunities for the campaign, which were to:

• Challenge stereotypes by showing people living well with dementia
• Increase the visibility of the early and middle stages of the disease
• Provide motivation to keep in contact with people living with dementia
• Offer reassurance on how this could be done

These insights were then used to create a strategy focused on reframing dementia from something that causes disconnection to something that calls for continued connection. The campaign centred on encouraging friends and family to behave as they normally would and to continue doing simple, everyday actions to help their friends and loved ones stay socially active and feel seen - reinforcing the message that staying in touch can make a real difference and could help someone with a diagnosis stay well for longer.

Advertising ideas were then tested with the target audience (see Section 3) using further qualitative research^[3]. The film script tested was shown to motivate the target audience to think differently about dementia and the way they support someone living with the condition. This approach also led them to acknowledge that they can help and benefit a friend and/or relative with dementia by staying connected with them.