Australia – Dementia Australia has appointed creative agency BMF and research agency Fiftyfive5, part of Accenture Song, to develop and deliver a national public health awareness and education campaign focused on protecting the brain health of Australian children. The appointments follow a competitive pitch process.
The campaign will be evidence-based and integrated, and is intended to address gaps in public understanding of dementia risk factors, particularly the impact of repeated head trauma. Dementia Australia said awareness of these risks remains limited despite the growing prevalence of dementia nationwide.
BMF and Fiftyfive5 will work together to develop a strategy aimed at shifting attitudes and behaviours around brain health and the management of head knocks. The campaign will be grounded in research and insight, with a focus on driving long-term behavioural change.
The initiative is supported by a two-year funding commitment from the Australian Government. It will centre on educating communities about the long-term risks associated with head trauma, the importance of early intervention, and the established link between repeated head injuries and Chronic Traumatic Encephalopathy (CTE), which can lead to dementia. Target audiences include young Australians, parents, coaches and educators.
Professor Tanya Buchanan, CEO of Dementia Australia, said, “Dementia is now the leading cause of death in Australia, yet awareness of the risk factors remains low. By educating young people, parents, coaches and educators about the connection between repeated head trauma and life-long brain health, we have a real opportunity to shift behaviours early and reduce dementia risk later in life.
“With BMF’s proven track record and experience in driving long-term behaviour change and Fiftyfive5’s deep research and evidence-based approach, we’re confident this campaign will make a meaningful and measurable impact.”
Richard Woods, managing director at BMF, said the agency was pleased to be working with Dementia Australia and Fiftyfive5 on the initiative. “We’re pleased to be partnering with Dementia Australia and Fiftyfive5 on an initiative designed to deliver meaningful behaviour change in an area of growing national importance. At BMF, we’ve long believed in the power of long ideas to change not just perceptions, but behaviours. This campaign is an opportunity to apply that thinking to an issue that has real impact for individuals, families and communities across the country.”
Meanwhile, Jenny Witham, managing director at Fiftyfive5, part of Accenture Song, said the partnership would focus on deep understanding to support long-term impact. “It’s a privilege to be partnering with Dementia Australia and BMF on a project so crucial to the future health and wellbeing of young Australians and the nation. At Fiftyfive5, we believe that meaningful change begins with meaningful understanding. By deeply listening to parents, young people, teachers and coaches and surfacing the truths that matter most, we’re not just informing a campaign, we’re laying the foundation for a cultural shift in how we think and act to support brain health, head trauma, and long-term wellbeing.”
