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Dementia Friends Campaign

Dementia Friends Campaign. Campaign objectives. Objectives M ake the nation more aware of dementia and improve attitudes Understand how we can all help people with dementia.  w in hearts and minds.  c reate 1million Dementia Friends. Dementia Friends.

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Dementia Friends Campaign

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  1. Dementia Friends Campaign

  2. 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

  3. 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

  4. 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

  5. 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 aconnection 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

  6. Creative idea

  7. 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

  8. Launch TV ad Call to action: Go to dementiafriends.org and become a Dementia Friend

  9. PR Weekend before – Broadsheet interview with SofS trailing campaign and need for dementia ‘friendship’ Day before – Interviews with selected talent stating reasons for supporting campaign + key messages Launch 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 talent Dementia Awareness Week – 18 May – National and local media (Trinity Mirror partnership) targeted with talent interviews and case studies Launch: May 7 TV & VOD 60” and 30” ads to launch the campaign in popular, high reach programmes, eg Coronation Street (launch spot) and big sports events NATIONAL PRESS Partnership 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 OUTDOOR 6 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 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

  10. Talent participating in the campaign Alesha Dixon Ray Winstone Simon Pegg Michael Vaughan Lily Allen Leighton Baines Eamonn Holmes & Ruth Langsford Paul O’Grady Amanda Holden Sir Paul McCartney is also participating in the campaign as an ambassador for Dementia Friends

  11. Dementia Awareness Week w/c 18 May – poster campaign begins - London, Birmingham, Manchester & Newcastle

  12. Dementia Awareness Week Work with Alzheimer Society’s community roadshow to blitz major UK citiesto ensure dementia is unmissable, e.g. Manchester

  13. 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

  14. Call to action

  15. Creating Dementia Friends at scale …with empathy 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

  16. New digital Dementia Friends products – for friends & family and partners Gives 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

  17. Partners’ digital tools 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

  18. Step 2 – Scenario skill building • Developed to replicate situations that are relevant to customer-facing staff: 3. On the Phone 4. Public Transport 1. Money & Paying 2. Written Materials Highlighting learning moments

  19. Printed work books for employees

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