The impact of a national public awareness campaign on dementia knowledge and help-seeking in Ireland

Background Dementia is a growing public health issue in Ireland primarily due to the ageing population. Increasing public knowledge of dementia has been identified as a key priority to reduce disease burden. This study evaluated the impact of a dementia communication campaign on dementia knowledge and help-seeking intention among the general public in Ireland. Methods In 2016, a nationally-representative sample of over 1,200 adults in Ireland was surveyed to inform a nationwide dementia awareness campaign entitled Understand Together. Multiple factors were examined including sociodemographic characteristics, dementia advertising awareness, dementia knowledge and help-seeking intention. A similar survey (N = 1,003) was conducted in 2018 to evaluate public awareness of the campaign and its association with dementia knowledge and help-seeking intention. Data from the 2016 and 2018 surveys were analysed using univariable analysis and logistic regression, adjusted for sociodemographics. Results Awareness of dementia advertising increased from 17% (2016) to 32% (2018) (p < 0.001). Women (OR 1.51, 95%CI 1.14-2.00), rural residents (OR 1.48, 95%CI 1.10-2.00), respondents aged 40-59 years (OR 1.96, 95%CI 1.40-2.74) or 60+ years (OR 2.18, 95%CI 1.47-3.22), and those who knew someone with dementia (OR 2.06, 95%CI 1.55-2.75) were more likely to be aware of the campaign. Very good or good dementia knowledge and awareness that dementia risk is modifiable increased from 24% to 33% (p < 0.05) and 46% to 52% (p < 0.05), respectively. There was a linear association between campaign awareness and both help-seeking (OR 1.81, 95%CI 1.36-2.40) and holding a positive view of the potential benefits of early diagnosis (OR 1.97, 95%CI 1.35-2.88). Conclusions The ongoing campaign, as well as future communication strategies, should continue to focus on increasing awareness of modifiable risk to support prevention. Campaign messaging/modalities should be targeted at harder to reach population groups. Key messages Public communication on dementia can improve knowledge and help-seeking. Health communication campaign evaluation can identify, and inform the targeting of, hard to reach population groups.