News Corp Australia has launched ‘Think Again’ a new editorial campaign and initiative to challenge perceptions of dementia and inspire action.
The campaign reframes dementia as a brain health issue and encouraging earlier intervention.
Timed with the start of Dementia Action Week, the four-week editorial initiative is led by news.com.au and The Australian, with backing from the entire News Corp Australia network. Specsavers Audiology has signed on in support of the campaign.
Free news and lifestyle editor-in-chief and campaign lead Mick Carroll said: “For too long the narrative around dementia has been that it is an inevitable part of ageing and only affects the elderly. That needs to change. Just as we have become better at talking about and looking after our heart and mental health, we need to do the same for our brain health.
“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.
“Prioritising brain health starts now. If you think you’re too young for dementia, think again.”
Through editorial, video and social content, the campaign will showcase highly personal and compelling stories, including those of people diagnosed with or caring for someone with dementia.
It will also highlight the personal story of News’ managing editor, The Australian Prestige Louise Bryant, whose partner is living with early-onset dementia, alongside interviews with prominent Australians who have lived experience with dementia.
Dementia is now Australia’s leading cause of death. While current dementia-related campaigns focus on Australians over 65 already living with the condition, Think Again targets those aged 40-60, promoting action and prevention. Successful prevention strategies can slow the rate of increase, potentially saving the lives of thousands of Australians.
In developing this campaign, News Corp Australia has consulted 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.
A consumer marketing campaign will support ‘Think Again’, with promotion across digital, print, video, digital radio, outdoor and social networks throughout the campaign.
