Áine Hutcherson, Campaign Manager

Storytelling is part of our culture; it’s how we relate to each other. It’s a tried and tested tool in the public health marketing playbook, known to be effective in changing health promoting behaviours and knowledge. When we tell stories, we open the door to empathy and connection.

HSE Campaigns has worked with many people who are experts by experience to help promote health behaviour change. Gerry, Kathleen and Marguerite have joined the Dementia: Understand Together campaign to promote the dementia inclusive community symbol. They join well known patient advocates like Gerry Collins, who told his story with the QUIT campaign and Laura Brennan, whose story helped to increase the uptake of the HPV vaccine.

The people of our dementia inclusive community symbol

Gerry, Kathleen and Marguerite are living with dementia. They are passionate about improving awareness and understanding of dementia and advocating for improved services and support through their work on the Irish Dementia Working Group, supported by The Alzheimer Society of Ireland. All three are living their lives to the full, as active members of their own local communities.

Co-creation of the dementia inclusive community symbol

The Dementia: Understand Together campaign and community programme has been rooted in storytelling from the beginning.

The need for a community symbol was identified by people with dementia who wanted to see themselves (and dementia) represented in their daily lives. There was a need to raise awareness for dementia, show that there is increased understanding, and that there are safe spaces where people will be welcomed and included.

When we have the opportunity to work with advocates, and help tell their stories, it’s important that there’s a co-creation approach taken from the start. We don’t just invite people to feature in the advertising, we work with them and for them, to develop the work together.

Gerry, Marguerite and Kathleen were involved in forming the objectives, and the creative approach to the symbol from the beginning of the project.

Project objectives

Our ambition is that the symbol will:

• act as an overarching symbol of solidarity, inclusivity and support for people living with dementia
• be a sign that communities, businesses and services are working towards being dementia inclusive
• increase visibility and awareness of dementia and the Dementia: Understand Together campaign

We ask that people, businesses and services display the symbol to show their support. You’ll find the symbol out and about, as a door or window sticker, on posters or other marketing materials like strut cards, and also worn as a badge by staff and volunteers. Some national partners who are proudly displaying the symbol include Irish Rail, AIB, Boots, Bank of Ireland, Bluebird Care, Libraries and Hidden Hearing. 

Promoting the symbol in communities

Who could front the campaign to promote the symbol other than the people living with dementia that developed it? From their own real life experiences and their aspirations, the campaign creative was born, featuring Kathleen, Marguerite and Gerry in their own words.

The creative direction was strong, eye-catching photography and inspirational messages, in their own words, relatable and relevant to the general public but authentically linked to Gerry, Kathleen and Marguerite’s own interests. Marguerite loves to be out and about meeting people and keeping busy in her community. For Kathleen, it was vital to her that she can still meet up with family and friends for a cuppa and ‘the chats’. Gerry enjoys many hobbies and interests, he wants to be able to continue to experience new things and feel confident to travel on his own sometimes.

A day to remember

After weeks of planning, it was finally photoshoot day. We worked with our partners at the Irish Museum of Modern Art (IMMA) to secure locations in their beautiful, bright, historical buildings and with Irish Rail to secure an empty train car for our shoot.

Whenever we’re working with patient advocates, we are with them every step of the way. It’s important, not only that we meet our shared objectives, but also that it’s an pleasant and enriching experience for them.  

Being in a national advertising campaign is special, it’s rare and we want people to really enjoy it.

These are Kathleen’s own words about taking part in the photoshoot…

“For me it was the best day since I have been diagnosed. I couldn’t believe how my life had changed. To spend the day with the crew was amazing. The people supporting us were so attentive. We had a great laugh and not at any stage did we feel under pressure. 

“Getting our hair and make-up done was as exciting as having the photos taken. The photographer made sure we were comfortable. At all times I was being looked after, and at no stage was I scared or worried that I might get lost or wander off.

“I felt Brilliant! I felt like a model, and I felt alive the old me was back, she’s never been gone, just hiding!”

The response to the symbol has been overwhelmingly positive. Community champions have almost doubled since the launch and we are working with different people and organisations daily to support their training needs and help them to become dementia inclusive.

For more information about the Dementia: Understand Together campaign: www.understandtogether.ie