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Appears in Collections:Faculty of Health Sciences and Sport Journal Articles
Peer Review Status: Refereed
Title: 'We're still the same people': Developing a mass media campaign to raise awareness and challenge the stigma of dementia
Authors: Devlin, Elinor
MacAskill, Susan
Stead, Martine
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Issue Date: Feb-2007
Publisher: Wiley-Blackwell
Citation: Devlin E, MacAskill S & Stead M (2007) 'We're still the same people': Developing a mass media campaign to raise awareness and challenge the stigma of dementia, International Journal of Nonprofit and Voluntary Sector Marketing, 12 (1), pp. 47-58.
Abstract: A popular awareness- and fund-raising vehicle for charities and non-profit organisations is the annual Day or Week campaign. Such campaigns can be challenging because they often involve multiple, potentially competing objectives, not least the requirement to balance the needs of the general public with the those who already have, or are caring for someone with, a particular condition. This paper reports on formative research conducted in Scotland to inform the development of an awareness-raising campaign on the issue of dementia, which had two key aims: to raise awareness of the condition among the general public, and to reduce the stigma associated with it. Social marketing consumer research was conducted with three key groups -- the general public, carers and people with dementia -- to explore their beliefs and perceptions about dementia and their information needs. The research highlights the importance of providing realistic and credible images of people with dementia to the general public and the importance of avoiding instilling fear of the condition. Guidance for future awareness-raising activity in this area is provided.
Type: Journal Article
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Rights: The publisher does not allow this work to be made publicly available in this Repository. Please use the Request a Copy feature at the foot of the Repository record to request a copy directly from the author. You can only request a copy if you wish to use this work for your own research or private study.
Affiliation: University of Stirling
Institute for Social Marketing
Institute for Social Marketing

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