There have been many dementia awareness campaigns, some that have stretched PSA creativity into extraordinary new places. Leith’s dementia campaign for Scottish Government and its National Lived Experience Panel is very simple. Very surprising and very simple. It focusses not on the changes of behaviour in those with dementia, but on the changes in behaviour in those around them. The campaign film reveals that in a striking way.

The aim of the campaign is to ask friends and families of those living with recent diagnosis of dementia to rethink their attitudes and continue to maintain social contact and enjoy meaningful time with their loved ones.

Research discovered that many people thought of dementia in terms of the later stages of the disease, associating it with not being able to look after themselves, confused and significantly changed from the person they once were. There was low awareness that dementia is often a progressive disease and that during the earlier stages, those with dementia can live active, independent and fulfilling lives, something which can be hugely aided by social contact with friends and family. With many left isolated and lonely when dementia is diagnosed, the need for many to rethink how they support their loved ones is much needed.

The new campaign looks to shatter misconceptions and encourage friends and family to continue to enjoy the time they spend with loved ones and not change the way they behave because of the diagnosis.

This is played out in OOH work and a 40-second film, directed by Ewan Fletcher, and produced by Sarah Kenny, Jill Higgins and Amber Hooker for Leith Studios, to be screened on TV and in cinemas.

Becky Inglis, senior marketing manager at the Scottish Government, commented, “When a person is diagnosed with dementia, their family and friends often struggle to know what to do. 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.”

Richard Thomson, deputy client services director at Leith, added, “It’s vital that we break the cycle of stigma surrounding dementia. 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.”