Dementia Australia.
Dementia Australia has appointed creative agency BMF and research shop Fiftyfive5, part of Accenture Song, to develop and deliver an evidence-based, integrated national public health awareness and education campaign.
“Dementia is now the leading cause of death in Australia, yet awareness of the risk factors remains low,” said Dementia Australia CEO, Professor Tanya Buchanan.
“By educating young people, parents, coaches and educators about the connection between repeated head trauma and life-long brain health, we have a real opportunity to shift behaviours early and reduce dementia risk later in life.
“With BMF’s proven track record and experience in driving long-term behaviour change and Fiftyfive5’s deep research and evidence-based approach, we’re confident this campaign will make a meaningful and measurable impact.”
Backed by a two-year funding commitment from the Australian Government, the integrated campaign will focus on educating communities about the long-term risks of head trauma and the importance of early intervention.
Mindbox was appointed Dementia Australia's marketing and media account in 2024.
“We’re pleased to be partnering with Dementia Australia and Fiftyfive5 on an initiative designed to deliver meaningful behaviour change in an area of growing national importance,” said BMF managing director, Richard Woods.
“At BMF, we’ve long believed in the power of long ideas to change not just perceptions, but behaviours.
“This campaign is an opportunity to apply that thinking to an issue that has real impact for individuals, families and communities across the country.”
Fiftyfive5, part of Accenture Song, managing director, Jenny Witham, said that It’s a privilege to be partnering with Dementia Australia and BMF on a project so crucial to the future health and wellbeing of young Australians and the nation.
“At Fiftyfive5, we believe that meaningful change begins with meaningful understanding,” Witham said.
“By deeply listening to parents, young people, teachers and coaches and surfacing the truths that matter most, we’re not just informing a campaign, we’re laying the foundation for a cultural shift in how we think and act to support brain health, head trauma, and long-term wellbeing.”
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