Diakonie

For a good life with dementia

Dementia Campaign

For many years, we have been supporting Diakonie pro bono with social advertising. One of the main focuses has been dementia. That’s why we developed a public awareness campaign to raise awareness of the issue. It offers encouragement without sugarcoating the reality. Because people living with dementia are no less deserving of dignity, love, and a zest for life.

Dementia is a topic that affects us all

More than 130,000 people in Austria are currently living with dementia. According to projections, this number is expected to triple by 2050. Diakonie is deeply committed to raising awareness about the disease. The goal is to inform people, but also to alleviate fears in order to break down the stigma. But how can we offer encouragement to those affected and their families without downplaying the seriousness of the situation? Or, to put it another way—how do we paint a positive picture?

One of them has dementia

The new image campaign starts with a positive image: Two older ladies at the hair salon. They are clearly enjoying their time together. We then provide the viewer with a piece of crucial information - "One of them has dementia". However, it is not clear which one of them it is, and it is not revealed later. Then a person is much more than just a diagnosis. The diagnosis does not take away their ability to feel, love, or enjoy life.

Telling authentic stories

It goes without saying that it was important that no actors were used for this campaign. The protagonists live in a home for senior citizens run by Diakoniewerk. Their stories are as real as the joy they experience spending time together.