A campaign to tackle discrimination

Abstract

AbstractBackgroundDementia Australia’s strategic direction represents a year of extensive community consultation and identifies discrimination as a leading issue for people living with dementia.An objective is to change community attitudes to dementia, creating greater community empathy so no‐one with dementia feels isolated.MethodIn 2019, Dementia Australia surveyed >5000 respondents to identify types of discrimination faced by people living with dementia. Of responding family members, friends and carers, 94% said people had not stayed connected with a relative living with dementia. Some 80% said people had deliberately avoided their friend or relative living with dementia; 81% felt people in shops, cafes and restaurants treated people living with dementia differently. Traditionally anti‐discrimination campaigns focus on elevating awareness and understanding to change behaviour. Dementia Australia tackled the behaviour directly: expanding people’s understanding of discrimination and its impact, providing practical information and tips to do better. The 'Help Keep the World Open' campaign used the social isolation created by COVID‐19 to show that once the crisis had passed, most people could resume regular social routines. However, for people with dementia, isolation can be a reality every day. The next campaign stage ‐ ‘A little support makes a lot of difference’ ‐ highlighted the capabilities of people living with dementia, given the right supports. The campaign shared tips and tools to support people living with dementia to live well. These broad‐ranging national campaigns were developed collaboratively with people with a lived experience of dementia. The high‐level objectives were to raise awareness of dementia and the lack of understanding that causes discrimination, to shift negative perceptions and show practical ways for people to support those living with dementia.ResultExceptional levels of engagement and reach were achieved across media. From May 18 to 23 December 2020, more than 35 million impressions reached 4.6 million Australians, with engagement rates well above industry averages across all channels.ConclusionOur content created increased awareness and understanding of dementia, changing misconceptions ‐ vital to improving quality of life. This campaign demonstrated that building empathy alongside knowledge by asking the community to change behaviour and attitudes is both engaging and effective.