Rethink Dementia Marketing Campaign Evaluation – 2024/25

3. Target audience

The target audience for this campaign is friends and family of people living with dementia and is therefore broad and diverse, spanning:

• People aged 30-60 (most likely to know someone with dementia but lacking deep knowledge).
• LGBTQ+ and ethnic minority communities (who can experience distinctive dementia stigma issues).

Research which informed the campaign identified 30 to 60 year-olds as more likely to think this subject was relevant to them as they might know of someone with a diagnosis. They also showed more empathy to both the person living with dementia and their families. While the subject is relevant to older audiences, they are likely to have more fixed views that are harder to change. School initiatives are in place that target younger audiences and could be expanded in the future.