Mick Carroll
credit: News Corp
News Corp Australia has launched a campaign in support of Dementia Action week, encouraging earlier intervention for the brain disease.
‘Think Again’ is a four-week campaign led by brands news.com.au The Australian and will be supported by a consumer marketing campaign across print, digital, video, digital radio, out-of-home and social.
‘Think Again’ is marketed towards Australians between 40-60 reframing dementia as a brain health issue to inspire earlier invention and reduce stigma for Australia's leading cause of death.
Free News and lifestyle editor-in-chief and campaign lead Mick Carroll says that conversations surrounding the disease is limited, with many people believing dementia only affects the elderly.
"We have listened to the experts and, more importantly, to those living with dementia. The message is the same – we need to openly discuss this cruel condition and work to ease the burden on those affected and their loved ones,” he said.
"Prioritising brain health starts now. If you think you’re too young for dementia, think again.”
The campaign will highlight personal stories across editorial, video and social, including the personal story of News’ managing editor at The Australian Louise Bryant, whose partner lives with early-onset dementia.
In developing the campaign News Corp Australia has worked with Dementia Australia, Neuroscience Research Australia (NeuRA), Centre for Healthy Brain Ageing (CHeBA), neurologist Dr Rowena Mobbs, Murdoch Children's Research Institute (MCRI), Australian Medical Association (AMA), The Royal Australian College of General Practitioners (RACGP) and other leading health practitioners and advocates.
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