Publication - Research and analysis
Rethink Dementia Marketing Campaign Evaluation – 2024/25
An overview of the Dementia campaign, which ran across September and into October 2024, including independent evaluation results.
6. Paid-for media approach
Paid-for media ran across September and into October 2024, alongside other low cost / no cost activity across other channels.
Paid-for media channels aimed to reach 94.7% of the target audience (adults aged 30-60), giving them 10.4 opportunities on average to see/hear the ‘Rethink Dementia’ campaign.
| Media | Description | Week 1 | Week 2 | Week 3 | Week 4 | Week 5 | Week 6 |
|---|---|---|---|---|---|---|---|
| Film | 40 second TV ad,Video on Demand, AdSmart (targeted TV ads), Cinema | Live | Live | Live | Live | Live | Live |
| Out of home | Posters and Digital screens | Not live | Live | Live | Live | Live | Not live |
| Radio | See below | Live | Live | Live | Not live | Not live | Not live |
| Full page adverts | Not live | Live | Not live | Live | Not live | Not live | |
| Digital | Paid social and promoted posts (facebook and instagram), online video adverts (YouTube) | Live | Live | Not live | Live | Live | Live |
Note:
- Weeks 1-6 represent weeks commencing 2, 9, 16, 23, 30 September and 7 October.
Contact
Email: sgmarketing@gov.scot