News Corp Australia has launched Think Again, a national initiative designed to shift how Australians understand and talk about dementia.
Timed with Dementia Action Week, the four-week campaign will run across the company’s editorial platforms, aiming to highlight early prevention, activate Medicare supports, and reduce the stigma that surrounds the condition.
Specsavers Audiology has also partnered with the campaign.
Changing the conversation on dementia
The project is being led by news.com.au and The Australian, with support from News Australia’s broader network. Mick Carroll, Free News and Lifestyle Editor-in-Chief, said it was time to challenge outdated perceptions.
“For too long the narrative around dementia has been that it is an inevitable part of ageing and only affects the elderly. That needs to change,” Carroll said.
“Just as we have become better at talking about and looking after our heart and mental health, we need to do the same for our brain health.
“We have listened to the experts and, more importantly, to those living with dementia. The message is the same – we need to openly discuss this cruel condition and work to ease the burden on those affected and their loved ones. Prioritising brain health starts now. If you think you’re too young for dementia, think again.”
The campaign will feature editorial, video and social content exploring the personal impact of dementia. This includes stories from people living with the condition, carers, and News Australia’s own Managing Editor of The Australian Prestige, Louise Bryant, whose partner has early-onset dementia.
Interviews with well-known Australians who share this lived experience will also be published.
Mick Carroll, Free News and Lifestyle Editor-in-Chief
Prevention focus
With dementia now the leading cause of death in Australia, Think Again places its focus on Australians aged 40 to 60, where prevention strategies can make the greatest difference.
News Australia has worked with Dementia Australia, NeuRA, CHeBA, the Murdoch Children’s Research Institute, the AMA, the RACGP, and neurologist Dr Rowena Mobbs to inform its coverage.
The initiative will be supported by a consumer marketing push spanning print, digital, video, outdoor, digital radio and social media.