Rethink Dementia Marketing Campaign Evaluation – 2024/25

8. Other marketing channels and activity

Supplementary channels played a key role in engaging the audiences and extending overall reach, while also enabling the delivery of more detailed content.

Radio and print

Radio content offered in-depth exploration of the topic, where members of the Panel shared their own perspectives and included stations within LGBTQ+ and ethnic minority communities. This included a bespoke 20-minute segment on the Greatest Hits Sunday evening show. This was supported by 60-second trails, live reads, and station credits. Bespoke content also ran on Gaydio and Awaz Radio.

Print adverts ran in newspapers in rural locations, to help target more remote, offline communities.

PR

PR activity generated earned media coverage across print and online platforms, complemented by engaging social media content. Case studies and clinicians helped bring a human voice to the campaign and showcase people living well with dementia.

On 4 September 2024 a Ministerial photocall took place, supported by the Cabinet Secretary for Health and Social Care, COSLA’s Health and Social Care spokesperson and Lived Experience Panel members sharing their experiences.

PR activity also included an innovative partnership with coffee shops to get people talking and demonstrate support from wider society.

The link below tells the story of someone living well with dementia with support from family and friends.

Link to the personal story

Partnerships

A stakeholder toolkit was created and distributed to relevant public and third sector contacts. This gave stakeholders the campaign background and materials they could share across their own channels to extend reach. The campaign leaflet was available in nine languages and alternative formats including BSL, large print, easy read, audio MP3 and braille and distributed to stakeholders for onward dissemination.

Partnerships were also established to normalise social contact within communities, including poster distribution to independent cinemas and bingo halls. Additional posters and materials were shared by or displayed in GP practices, pharmacies, libraries, community centres and leisure centres.

Website

The campaign directed people to www.nhsinform.scot/RethinkDementia for more information, guidance and case studies provided by members of the Lived Experience Panel, offering practical ways to support someone with a dementia diagnosis stay connected and socially active.