Dementia Friends Campaign

Campaign objectives

Objectives• Make the nation more aware of dementia and

improve attitudes

• Understand how we can all help people with dementia

win hearts and minds

create 1million Dementia Friends

Dementia Friends• A volunteering initiative developed by Alzheimer’s Society

(based on a Japanese model) which trains ‘Dementia Champions’ to deliver 45 minute face-to-face awareness sessions to create ‘Dementia Friends’

• Designed to give people an understanding of dementia and the small things they can do that can make a difference to people living with dementia - from helping someone find the right bus to spreading the word about dementia

• SofS has created a challenge to deliver 1m Dementia Friends by March 2015

Campaign rationale

• Currently, the task of caring for people with dementia falls first on immediate family and then on the State.

• If people with dementia are to continue to live safe, dignified and, as far as possible, fulfilling lives, more of the people around them will need to help

• However, in their time of need, many people with dementia find that they gradually lose their friends and are avoided by their former contacts in the community

• This is not because they don’t care, but because they don’t understand and don’t know what to do to help.

• Building on the Prime Minister’s Challenge on Dementia and Alzheimer’s Society’s (AS) Dementia Friends initiative, Public Health England (PHE) and AS are working together to deliver a campaign to help address this issue and help people with dementia live well for longer

Strategic rationale cont.• The people who can help first and most effectively are

those already in the social network of a person with dementia.

• This includes extended family, friends, neighbours and acquaintances in the local community and beyond (e.g. people in shops, banks and call centres)

• What unites these people is that they already know the person with dementia; they have a connection of some sort - they are a “friend”

• The campaign will help friends and acquaintances maintain their “friendships” with people with dementia

• By becoming a Dementia Friend people will start to understand dementia and find simple ways they can help people with the condition

Creative idea

Launch TV ad: “I get by with a little help from my friends”

A real person with dementia – Gina – is joined by real friends and celebrities in the famous Beatles song

Launch TV ad

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Call to action: Go to dementiafriends.org and become a Dementia Friend

Launch: May 7

TV & VOD60” and 30” ads to

launch the campaign in popular, high reach

programmes, eg Coronation Street

(launch spot) and big sports events

NATIONAL PRESSPartnership with the

Daily Mirror will focus on educating people about dementia and the role

for ‘friendship’. Will run a series of advertorials with editorial support

DIGITAL Using rich content inc

behind scenes celebrity footage, we’re working with online partners to integrate our content onto their websites,

providing a more engaging experience

OUTDOOR6 sheets in key cities

plus life size cut-outs of real people with

dementia making a statement about the

importance of support/friendship sited in partners’ premises

PRWeekend before – Broadsheet interview with SofS trailing campaign and need for dementia ‘friendship’Day before – Interviews with selected talent stating reasons for supporting campaign + key messagesLaunch day – Cost to business of dementia report + new corporate supporters announced. Targeting breakfast TV and dailies with interviews with SofS, CEO of Alzheimer’s Society and campaign talentDementia Awareness Week – 18 May – National and local media (Trinity Mirror partnership) targeted with talent interviews and case studies

Talent participating in the campaign

Lily Allen

Ray Winstone Simon Pegg

Eamonn Holmes & Ruth Langsford

Paul O’Grady Amanda Holden

Leighton BainesMichael Vaughan

Alesha Dixon

Sir Paul McCartney is also participating in the campaign as an ambassador for Dementia Friends

Dementia Awareness Weekw/c 18 May – poster campaign begins - London, Birmingham, Manchester & Newcastle

Dementia Awareness Week

Work with Alzheimer Society’s communityroadshow to blitz major UK citiesto ensure dementia is unmissable, e.g. Manchester

Partnerships• People with dementia need friends across their communities

• Campaign is engaging major employers – from the public, private and voluntary sectors - to create Dementia Friends within their organisations

• Gateway to creating more Dementia Friendly Communities

• Businesses recruited to date include: Superdrug, Greggs, BT, EDF

• Perm Secs committing to delivering Dementia Friends, facilitated by Civil Service Learning embedding digital Dementia Friends tools on CSL site

• Local Authority support – led by Sir Merrick Cockell – toolkits and assets provided for local promotion of campaign

• NHS support – working with NHS Employers

• Working with CO to sign up 100k young people via National Citizen Service

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Call to action

Creating Dementia Friends at scale …with empathy

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PHE worked with Alzheimer’s Society to develop an interactive online tools that deliver the key points of the Dementia Friends face-to-face sessions

New digital Dementia Friends products – for friends & family and partnersGives greater flexibility for individuals an organisations to engage with the

campaign and enables us to create Dementia Friends at scale

• Short interactive online film designed to create understanding, empathy and action to support people with dementia

• People who complete the session and register will be sent Dementia Friends badge, Little Book of Friendship (containing more info on how to support people with dementia) and friend-get-friend cards.

• Also offers opportunity to take part in F2F information session

• Step 1: 5 minute introductory video - designed to provide employees with an introduction to dementia in the workplace to give them the knowledge and confidence to handle a situation with care and empathy. Designed to be relevant to all employees, but particularly customer-facing staff

• Printed workbook developed to mirror the on-line tool

• Knowledge and understanding of dementia – awareness of peoples needs out in the community and the small things we do that make a difference

• Basic communication - be calm, use repetition, consistent tone of voice and try not to react or antagonise

• Looking lost – how to help

Partners’ digital tools

1. Money & Paying

2. Written Materials

3. On the Phone

4. Public Transport

Step 2 – Scenario skill building

Highlighting learning moments

• Developed to replicate situations that are relevant to customer-facing staff:

Printed work books for employees