Build a nationwide awareness campaign to create a more dementia-friendly Denmark
Improvements to general health have given Danes a longer lifespan but also increased the number of people living with dementia. This has made the disease the fifth most frequent cause of death in Denmark. Human contact is vital for living a better life with dementia, but taboos and lack of knowledge surrounding the disease keep people from engaging. This creates a downward spiral of isolation and stigma for people living with the disease.
Dancing is a way for people to get closer to each other and it also has a positive effect on the brain, body and mood of people living with dementia. That’s why we created ‘Give dementia a twist’ - a movement with the purpose of twisting people’s perception of dementia. And literally to do the twist. ‘The twist challenge’ was fuelled through social ambassadors, encouraging the Danes to share their twisting with others. As the movement spread, we launched a campaign-site with information about demystifying dementia, tutorials and helpful tools for everyone to engage with.
Nursing homes kits
Two big dance events
people reached on Facebook.
campaign site sessions.
people reached through OOH.
display banner impressions.