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Department of Health – Dementia Signs and Symptoms Campaign

dementiaCampaign: We produced the PR elements of the dementia campaign, which ran alongside national and regional TV, radio and press advertising and information in doctor’s surgeries. Our aim was to generate national, consumer and regional press coverage to address the lack of public understanding about dementia and reduce the stigma, isolation and discrimination experienced by people with dementia. The campaign aimed to encourage people to recognise the signs and symptoms in themselves or a loved one and speak to a GP about their concerns.

We worked very closely with the Alzheimer’s Society and local partners to generate at least two case studies in every single region. This enabled us to produce tailored press releases and features specifically for local media with both case studies and local statistics.

We also produced a toolkit and a social media calendar for local partners to help engage them in the campaign and encourage them to use the campaign key messages in their own channels.

Results: The campaign achieved 259 pieces of coverage across the country including a front page lead in the Daily Express. 99% of this coverage was favourable and the campaign reached over 39.5 million people – 79% of all UK adults, who each had 13.7 opportunities to see. This equated to an excellent 10,828 impacts per £1 spent.

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