National Public Education Campaign on Dementia Stigma Reduction and Dementia Risk Reduction

The "National Public Education Campaign on Dementia Stigma Reduction and Dementia Risk Reduction" was implemented in 2021 by the Public Health Agency of Canada’s Dementia Policy Unit and Health Canada’s Communications and Public Affairs Branch. Implemented at the national level, this campaign targets older persons aged above 40, particularly women and those with chronic health conditions, as well as service providers aged above 18, at-risk adults aged above 25, individuals engaging in unhealthy behaviours, and adults aged above 35 with a focus on women and ethnic minority groups. It aims to reduce stigma related to dementia, raise awareness of dementia, increase knowledge of risk factors, and promote healthy lifestyle behaviours to lower dementia risk. Key measures included multi-media advertising and marketing, media tours with spokespeople, and a social media influencer campaign. Survey results demonstrated positive impacts: 76% of participants felt the ads reduced negative perceptions of those with dementia, 68% felt the ads effectively conveyed ways to support people with dementia, and 63% found new information in the campaign. For risk reduction messaging, 86% of participants recognized dementia risk as an important topic, 80% felt informed about risk reduction strategies, and 40% reported increased personal consideration of dementia risks.