Health · Education and research · Campaigns and strategy · Social media · PR and media · 2025
StepUp for Dementia Research
Australia’s first National Living with Dementia Survey
StepUp for Dementia Research, with the University of Sydney, needed people to take part in Australia’s first ever National Living with Dementia Survey and to grow its register of research volunteers. We created a campaign led by social media and backed by national media, working closely with StepUp’s Director, Professor Yun-Hee Jeon, who was an outstanding spokesperson.
2.5m+
people reached through social media and media
+10.4%
more active registrants (293)
70.6k
social media views
What we did
- Created the campaign, with three months of organic and paid social media led by animation
- Worked closely with StepUp’s Director, Professor Yun-Hee Jeon, as lead spokesperson
- Secured ambassador Serge Negus, son of the late legendary journalist George Negus, who lived with dementia
- National TV on ABC News Breakfast and Channel 9’s TODAY Extra, plus Sky News, the Herald Sun, New Idea and ABC radio
- Ten experts briefed, ambassador and supporter kits, 40+ outlets pitched and a release sent to 2,000+