Rethink Dementia Marketing Campaign Evaluation – 2024/25

5. Channel strategy

The campaign used a multi-channel approach to reach, empower and enable individuals to make positive change:

• Paid-for media advertising was used to ensure widespread reach and frequency of message with the target audience, building belief and empowering changes in behaviour.
• PR helped create noise and visibility of the campaign in the news media and counteract negative perceptions about dementia through the telling of living well stories and clinical advice, ultimately helping to shift attitudes.
• Partnerships helped extend the reach of the campaign through the channels of trusted brands/stakeholders.
• Bespoke website content helped enable change by providing information, offering tips and advice, and housing case studies of people living well with dementia.