A compelling and provocative campaign has been initiated by the Scottish Government to change perceptions about dementia, urging communities to reconsider their interactions with those affected by the condition.
Research has revealed that many view dementia solely in the context of its later stages, neglecting the understanding that it is a progressive disease. In its early stages, individuals diagnosed with dementia can lead active and independent lives, a fact that this campaign aims to highlight.
Becky Inglis, Senior Marketing Manager, articulates the crux of the issue: “When a person is diagnosed with dementia, their family and friends often struggle to know what to do. It’s difficult for everyone. With this campaign, we wanted to remind people that it’s the everyday social interactions that help those diagnosed with dementia; that’s what makes the difference. We wanted to encourage them to do the same things they’ve always done with friends and family. Ultimately for people across Scotland to rethink dementia.”
The campaign involves a series of striking out-of-home advertisements and a 40-second film designed for television and cinema. These visuals emphasise that individuals with dementia are still able to relish life, particularly by focusing on the ‘ME’ in the word ‘dementia’ followed by the phrase, ‘…and help me stay well for longer.’
Richard Thomson, Deputy Client Services Director, underscores the necessity of dismantling the stigma associated with dementia: “It’s vital that we break the cycle of stigma surrounding dementia. When someone first receives a diagnosis, the best thing their family can do is rally around them and help them to keep living an active and fulfilling life. This is where ‘Rethink Dementia’ comes in. We want to help people see dementia differently, and recognise how powerful the simple act of human companionship can be.”
This initiative seeks to redefine societal views on dementia and inspire continued social engagement and support for those living with the condition.