Alzheimer’s Australia NSW launches new ‘Detect Early’ campaign to encourage doctors to look for early signs of dementia via Ward6, Sydney

Ward6 has created a new campaign for client Alzheimer’s Australia NSW called ‘Detect Early’. The campaign aims to encourage doctors to look for the signs of dementia in its early stages. Dementia is the third leading cause of death in Australia and it can take 2-3 years from the time symptoms are recognised until a diagnosis is made.

The copy reads: ‘Someone with dementia may make a cup of tea only to forget they made it. So they’ll make another and forget they made that one too’.

Says Professor Henry Brodaty AO, leading dementia expert who worked closely with Ward6 and Alzheimer’s Australia NSW on the project: “We want to encourage doctors to test for dementia as soon as their patients or their families express concern. People with dementia generally want to know what is happening to them as soon as a diagnosis can be made. Having a diagnosis is, in fact, a relief for many people because at last they understand.”

Says Hugh Fitzhardinge, Ward6 creative director: “An early diagnosis can give people with dementia, their carers and families an explanation for the changes they have noticed, and time to make decisions about the future. Our campaign taps into little everyday moments when the changes become evident like making a cup of tea only to remember that you’ve already made one before.”

As part of the campaign, Ward6 also developed a microsite which provides links to tools and resources to help GPs detect dementia early.

Click here to view the site.

Client: Alzheimer’s Australia NSW

Account Manager: Adela Pontoh