Dementia Australia has appointed BMF and research consultancy Fiftyfive5 to develop a national, evidence-based public health campaign to improve the brain health of Australian children, following a competitive multi-agency pitch.
Backed by a two-year funding commitment from the Australian Government, the campaign will focus on educating families, schools and sporting communities about the long-term risks of repeated head trauma and its links to Chronic Traumatic Encephalopathy (CTE), which can lead to dementia.
The brief brings together brand, behaviour change, and research at scale, positioning the initiative as both a major agency win and a long-term public health play.
A public health problem, reframed as a behaviour change brief
Despite dementia being the leading cause of death in Australia, awareness of its risk factors – particularly repeated head knocks – remains low.
Dementia Australia has engaged BMF and Fiftyfive5 to deliver what it describes as a campaign “grounded in insight and built to drive real change,” designed to shift attitudes and behaviours around brain health from an early age.
The integrated platform will target young people, parents, coaches and educators, encouraging earlier intervention and better management of head trauma across sport, education and community settings.
The work will be underpinned by research from Fiftyfive5, part of Accenture Song, to ensure the strategy is evidence-based and culturally resonant.
A long-term investment with national stakes
Professor Tanya Buchanan, CEO of Dementia Australia, said the campaign is designed to address a gap in public understanding at a time when dementia’s impact is accelerating.
“Dementia is now the leading cause of death in Australia, yet awareness of the risk factors remains low. By educating young people, parents, coaches and educators about the connection between repeated head trauma and lifelong brain health, we have a real opportunity to shift behaviours early and reduce dementia risk later in life.
“With BMF’s proven track record and experience in driving long-term behaviour change and Fiftyfive5’s deep research and evidence-based approach, we’re confident this campaign will make a meaningful and measurable impact.”
The funding signals growing government emphasis on prevention and early education – moving dementia conversations upstream, before damage is done.
BMF’s ‘long ideas’ meet behavioural science
For BMF, the win adds another major purpose-led platform to its portfolio – one that requires long-term thinking rather than short campaign cycles.
Richard Woods, Managing Director at BMF, said the project aligns directly with the agency’s philosophy.
“We’re pleased to be partnering with Dementia Australia and Fiftyfive5 on an initiative designed to deliver meaningful behaviour change in an area of growing national importance. At BMF, we’ve long believed in the power of long ideas to change not just perceptions, but behaviours.
“This campaign is an opportunity to apply that thinking to an issue that has real impact for individuals, families and communities across the country,” Woods said.
The language is telling: this is less about awareness spikes and more about a cultural reset.
Research as the foundation
Fiftyfive5 will lead the insight and evidence framework behind the campaign, embedding behavioural understanding into every layer of strategy.
Jenny Witham, Managing Director of Fiftyfive5, part of Accenture Song, said the work starts by listening – not broadcasting.
“It’s a privilege to be partnering with Dementia Australia and BMF on a project so crucial to the future health and wellbeing of young Australians and the nation. At Fiftyfive5, we believe that meaningful change begins with meaningful understanding.
“By deeply listening to parents, young people, teachers and coaches and surfacing the truths that matter most, we’re not just informing a campaign, we’re laying the foundation for a cultural shift in how we think and act to support brain health, head trauma, and long-term wellbeing,” Witham said.
This campaign sits at the intersection of health policy, behavioural science and brand strategy – an increasingly crowded, but still under-leveraged space in Australia.
For dementia information and support, contact the National Dementia Helpline on 1800 100 500 or visit dementia.org.au.