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dc.contributor.authorDevlin, Elinoren_UK
dc.contributor.authorMacAskill, Susanen_UK
dc.contributor.authorStead, Martineen_UK
dc.description.abstractA 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.en_UK
dc.relationDevlin 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.
dc.rightsThe 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.en_UK
dc.title'We're still the same people': Developing a mass media campaign to raise awareness and challenge the stigma of dementiaen_UK
dc.typeJournal Articleen_UK
dc.rights.embargoreason[Devlin et al _ IJNVSM_2007.pdf] The publisher does not allow this work to be made publicly available in this Repository therefore there is an embargo on the full text of the work.en_UK
dc.citation.jtitleInternational Journal of Nonprofit and Voluntary Sector Marketingen_UK
dc.type.statusVoR - Version of Recorden_UK
dc.contributor.affiliationUniversity of Stirlingen_UK
dc.contributor.affiliationInstitute for Social Marketingen_UK
dc.contributor.affiliationInstitute for Social Marketingen_UK
rioxxterms.typeJournal Article/Reviewen_UK
local.rioxx.authorDevlin, Elinor|en_UK
local.rioxx.authorMacAskill, Susan|en_UK
local.rioxx.authorStead, Martine|0000-0002-3066-4604en_UK
local.rioxx.projectInternal Project|University of Stirling|
local.rioxx.filenameDevlin et al _ IJNVSM_2007.pdfen_UK
Appears in Collections:Faculty of Health Sciences and Sport Journal Articles

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