News Corp Australia has launched the second annual ‘Think Again’ campaign, to drive national advocacy, reframe dementia as a brain health issue and encourage earlier action for more Australians.
Timed with the start of Dementia Action Week (21–27 September), the four-week editorial campaign is led by news.com.au and The Australian, with backing from State and Community mastheads including The Daily Telegraph, Herald Sun, The Courier-Mail and The Advertiser.
Specsavers Audiology returns to support this year’s campaign.
The national campaign comes as new research from The Growth Distillery’s Lighthouse Consumer Tracker reveals 87 per cent of Australians agree dementia should be talked about as openly as cancer or heart disease, with 79 per cent backing a national brain health campaign.
“Dementia is too often seen as an older person’s disease, with insufficient focus on prevention or early onset. Our first campaign helped shift public understanding, but there is still work to do to bring brain health into the open. This year, we want to turn awareness into action: Dementia. There’s more you can do than you think,” said free news and lifestyle editor-in-chief Mick Carroll.
With dementia now Australia’s leading cause of death, the campaign advocates for key policy and public health measures, including a national brain health awareness campaign.
“According to our research, about half of Australians know someone with dementia, and one in five have it in their immediate family, making this a deeply personal issue for millions of households. Reaching the other half, and supporting those navigating a diagnosis right now, requires an ongoing national conversation,” said The Australian Prestige managing editor Louise Bryant.
The multi-platform push follows significant achievements from the 2025 initiative, including a $224 million federal government pledge for specialist care programs, a $3 million grant to CHeBA’s ‘Maintain Your Brain’ program, and new proactive brain health letters sent to Australian residents turning 50.
News Corp Australia developed the campaign through consultation with The Centre for Healthy Brain Ageing (CHeBA), Neuroscience Research Australia (NeuRA), Dementia Australia, and other leading health practitioners and advocates.
A consumer marketing campaign will support ‘Think Again’, with promotion across digital, print, video, radio and social networks.
