124 Creating Greater Public Understanding of Dementia: Findings on the Impact of a Coalition-led National Awareness Programme (Age and Ageing)

AbstractBackgroundDementia Understand Together is a public support, awareness and stigma reduction campaign aimed at inspiring people from all sections of society to stand together with the 55,000 Irish people living with dementia. Led by the HSE working with The Alzheimer Society of Ireland and Genio it is supported by over 40 partner organisations and 230+ community champions, who are creating communities that actively embrace and include those living with dementia and their families.MethodsThe campaign uses personal testimonial TV commercials, radio advertising, social media and national and local news stories to build understanding among the general public about dementia. At a local level the campaign is growing a movement of people who are taking action to creative inclusive communities across Ireland.Extensive research using national biennial public surveys (2016 and 2018) (N=1003) and campaign evaluation tools has and continues to inform the development and progression of the campaign.Results33% of respondents described themselves as knowing a lot about dementia, up from 24% in January 2016. There was a significant difference in attitudes between those who were aware of the campaign and those who were not.Dementia risk reduction is a key message of the national campaign and 52% of respondents were aware that there are things they can do to potentially reduce their risk - up from 46% in 2016.59% who saw the TV campaign said they were impacted in some way as a result of the personal stories featured and stated that they took some action, such as calling into a friend.ConclusionThe development and implementation of the campaign is a partnership approach between the leading organisations working in the area of dementia. Findings show that the campaign is creating better understanding of dementia among the general public, increasing awareness of the condition and risk reduction, and is inspiring people to take actions.