1. A Dementia Campaign for Ireland: Our Aims
Professor Brian Lawlor Chair, HSE Dementia Friendly Ireland Campaign Steering Group

2. Dementia Friendly Ireland Campaign
One of the five workstreams under the National Dementia Strategy Implementation Programme (NDSIP)
3-year health and social education campaign
Funding of €2.7m
Dementia Friendly Ireland (DFI) Steering Group established July 2015 by National Director of Health and Wellbeing

3. Steering Group Members
Professor Brian Lawlor, Chair St. James’s Hospital/TCD Mary Manning, National Dementia Office Marie Killeen, HSE Health & Wellbeing Fidelma Browne, HSE Communications Dr. Emer Shelley, Public Health Specialist, HSE Dr. Ronan Glynn, Public Health SpR, HSE Mary McGuire, Genio Ronan Smith, Irish Dementia Working Group Margot Mc Cambridge, Carer Tina Leonard, Alzheimer Society of Ireland Sheila Caulfield, Communications, HSE Health and Wellbeing

4. Tackling stigma & isolation
The experience of dementia is often characterised by fear, lack of understanding, and avoidance of the people affected
This lack of understanding and stigma comes from many sources:
- the general ‘unaffected’ public people who know someone with dementia carers, family and close friends health care professionals & health care workers .

5. What we want to achieve
Build a community that understands dementia and is more inclusive and supportive of people living with dementia & their caregivers
Help people with dementia to live well as included members of our communities
Make the risk factors for dementia more widely known and support & promote prevention of dementia where there is evidence

6. Progress to date Governance and Planning Resources
SG meeting monthly since July 2015 ✔
Terms of Reference & Project Scope
Resources
Recruitment of Communications Campaign Manager
Appointment of agency from HSE Framework of Approved Suppliers to manage research
Dementia being used as test brief for HSE’s Creative Agencies tender submissions
Draft Communications Strategy
Building the evidence base:
Literature Review complete – international & local evidence
- Scoping and planning of Qualitative Research
- Scoping and planning of Quantitative Research
Ethics Approval from RCPI

7. Milestones 2015 - 2016  1. Evidence and Insight
Quantitative, Qualitative
Literature Review
Campaign Framework and Creative Brief
2. Creative Development and Media Planning
Clear Brief: Audience, Aims, Outcomes
Manage Development, Testing and Consultation
3. Partners and Supporters
Reference Group – on-going
Partners for Amplification: Retail, Finance, Public Sector
4. Go Live, Monitor, Evaluate, Develop
Launch, Phase 1l, Community, News, Debate and Discussion
On-going review, evaluation, improvement
Oct 2015-April 2016
May 2016 – August 2016
Partner Event June 2016
Nov 2015 onward
Sept 2016 

8. A sum of many parts What we hope to do today
Share our aims and initial plans
Share what we have learned in our research
Start a conversation about how we can achieve our goals
Invite your feedback, ideas, help and experience
Invite many of you to get involved and become our partners
A sum of many parts