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The Strategy

Our strategy was to lift the profile of dementia in Singapore, such that we can maximise media coverage to instigate debate and hopefully shape the national agenda on the issue.

In order to create the mindset of dementia awareness and support, we needed to bring people into the minds of a PWD. This thinking birthed a mix of creative executions designed to transport audiences into how life with dementia is experienced.

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Video Storytelling

A Forget Us Not sequel about what PWDs and their caregivers face, where first-person narration was used to give us a genuine insight into life with dementia – its frustrations, the sense of loss, and how one can simultaneously be aware of what’s taking place, yet unable to take control.

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We scripted a story following Pa, a PWD. We learn how he asks for wife, forgetting she has passed. We hear how, in his moments of relative lucidity, he wonders why he feels lost in his own home; or when he’s out, that the reality he recalls is not what transpired. As the pressure mounts for him and his caregiver daughter, we wove in how a dementia friendly community can come in to help, and with subtle examples, demonstrated some ways we can help look after PWDs.

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Ambient Disruption

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Ranging from forgetfulness, to having difficulties with money, to repeated behaviour – our food centre series took the dementia symptoms identified by Lien Foundation’s professional healthcare partners, and translated them into situations a PWD may encounter in these settings.

Out-of-home Journeys

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In the NEL train buys, we used window stickers to give commuters an insight into the thoughts of a PWD as they apply to getting about. On the floor stickers, we used calligraphy to transform the phrase “心安礼德” into care tips for PWDs.

Roadshow Outreach and Education

The educational poster for roadshows carried through the thinking of bringing viewers into the world of dementia. Wherever possible, content was first distilled into visuals that showed a PWD’s ‘view’ before flowing on to give the relevant information.

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