Leith has completed a new hard-hitting campaign for the Scottish Government around dementia.
The creative urges friends and families to rethink their attitudes and maintain social contact and enjoy time with their loved ones.
It comes after research found that many people thought of dementia in terms of the latter stages of the disease, not realising that it was progressive and that in the early stages, people can enjoy active and independent lives.
“When a person is diagnosed with dementia, their family and friends often struggle to know what to do,” explained Becky Inglis, Senior Marketing Manager at the Scottish Government.
“It’s difficult for everyone. With this campaign, we wanted to remind people that it’s the everyday social interactions that help those diagnosed with Dementia; that’s what makes the difference. We wanted to encourage them to do the same things they’ve always done with friends and family. Ultimately for people across Scotland to rethink dementia.”
Leith’s campaign features a series of striking OOH work and a 40second film for television and cinemas.
They all make it clear that the person with dementia in the image is still enjoying life to the full by highlighting ‘ME’ in the word ‘dementia’ and adding the line, ‘…and help me stay well for longer’.
“It’s vital that we break the cycle of stigma surrounding dementia,” added Richard Thomson, Deputy Client Services Director at Leith.
“When someone first receives a diagnosis, the best thing their family can do is rally around them and help them to keep living an active and fulfilling life. This is where ‘Rethink Dementia’ comes in. We want to help people see dementia differently, and recognise how powerful the simple act of human companionship can be.”
