Dementia is the third leading cause of death in Australia. However, Australians with dementia are still waiting an average of 3 years before they receive a diagnosis. As the lynchpin in diagnosis, it is vital that doctors recognise the symptoms of early dementia and take action sooner rather than later.

Australian Healthcare communication is highly regulated. Whilst non-government organisations conducting disease awareness activities do not fall under strict codes of conduct such as Medicines Australia or the Therapeutic Goods Act, they must still ensure claims are balanced, accurate, and supported by appropriate referencing.

The campaign highlights repetition as one of the early signs of dementia, using gentle humour to engage. The copy stresses the benefits of early detection and asks doctors to visit detectearly.org.au to discover the tools, patient resources and motivational videos that will aid in effective diagnosis. With a 10% conversion rate since launch, the campaign has translated into a significant benefit to public health, thanks to greater awareness of the issue among our target audience.