News Corp’s Think Again campaign returns for 2026

News Corp Australia has launched the second year of its Think Again campaign, calling for dementia and brain health to be pushed higher on the national agenda.

The four-week editorial campaign begins today, coinciding with Dementia Action Week, which runs from 21 to 27 September.

Led by news.com.au and The Australian, Think Again will also run across News Corp’s state and community mastheads, including The Daily Telegraph, Herald Sun, The Courier-Mail and The Advertiser. Specsavers Audiology has returned as a campaign partner.

This year’s message, “Dementia. There’s more you can do than you think”, aims to move the national conversation beyond awareness and encourage Australians to take earlier action on brain health.

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Australians back national brain health campaign

The campaign launches alongside new research from The Growth Distillery’s Lighthouse Consumer Tracker, which found 87% of Australians believed dementia should be discussed as openly as cancer or heart disease.

The survey of 2,038 Australians also found that 79% supported introducing a national brain health campaign.

Free News and Lifestyle Editor-in-Chief Mick Carroll said dementia continued to be framed primarily as a condition affecting older Australians.

“Dementia is too often seen as an older person's disease, with insufficient focus on prevention or early onset. Our first campaign helped shift public understanding, but we still have work to do to bring brain health into the open. This year, we want to turn awareness into action: Dementia. There’s more you can do than you think.”

With dementia now Australia’s leading cause of death, News Corp said the campaign would advocate for policy and public health measures, including a national brain health awareness campaign.

‘A deeply personal issue’

Managing Editor, The Australian Prestige, Louise Bryant, who initiated Think Again, said dementia affected millions of Australian households.

“According to our research, about half of Australians know someone with dementia, and one in five have it in their immediate family, making this a deeply personal issue for millions of households. Reaching the other half, and supporting those navigating a diagnosis right now, requires an ongoing national conversation.”

The campaign combines first-person accounts from families affected by dementia with guidance from medical and brain health experts.

Free News and Lifestyle Content Director and editorial lead for the campaign, Lillian Saleh, said: “It has been a privilege to help families impacted by dementia share their stories. By combining these powerful real experiences with expert guidance, Think Again empowers people to take early, proactive steps for their brain health.”

Campaign builds on government funding

News Corp said the first Think Again campaign contributed to several outcomes in 2025, including a $224 million federal government commitment to specialist care programs.

The initiative was also followed by a $3 million grant for the Centre for Healthy Brain Ageing’s Maintain Your Brain program and the introduction of proactive brain health letters for Australians turning 50.

Think Again was developed in consultation with the Centre for Healthy Brain Ageing, Neuroscience Research Australia, Dementia Australia and other health practitioners and advocates.

A supporting consumer campaign will run across digital, print, video, radio and social media.