Dementia Friends Canada is a national awareness campaign to help Canadians learn about dementia, and then turn that understanding into simple actions that can improve the lives of people affected by it.
We developed an integrated digital campaign across social media, search, sponsored content and influencer engagement that focused on empowering Canadians with information about the signs of dementia, and offered tips on what people could do to help someone with dementia live better. We also created an interactive website that leveraged engaging scenarios to educate users on how signs of dementia could present themselves in real life situations.
What did we change?
Manifest was able to increase the number of Dementia Friends to approximately 1, 057,860 Canadians – successfully reaching well above the campaign’s original goal of 1 million. More importantly, a pre and post campaign survey of Canadians revealed a 15% increase in familiarity of dementia among the general population, and registered Dementia Friends feel significantly more confident than the general population in their ability to seek out as well as provide support to someone with dementia or Alzheimer’s disease.