Christmas is often when families notice that a loved one is struggling. Dementia charities report a 43% rise in calls to support lines over December, and over 80,000 people have dementia in the North West, with cases predicted to rise by 30% in 15 years. For Belong, we built a broadcast PR campaign around that moment, encouraging families to seek early support without guilt, and put a spokesperson from Belong on air across a radio day of interviews to explain its specialist dementia care villages. The campaign secured 18 items of radio coverage reaching 2.8 million listeners, including Sky News Radio, BBC Radio Merseyside and BBC Radio Lancashire.
Belong wanted to raise awareness of Belong's care villages as specialist dementia centres and the services they offer before Christmas.
The message
Christmas is a chance to notice when a relative is struggling. Early support for families living with dementia is crucial, and seeking help should carry no guilt. Belong supports people in their own homes or in villages with specialist dementia staff.
The angle
Dementia charities report a 43% rise in calls to support lines over December, as families spot changes in loved ones at Christmas. Over 80,000 people have dementia in the North West, with cases predicted to rise by 30% in 15 years.
On air
A spokesperson from Belong, the North West dementia care organisation
The result
18 items of coverage reaching 2.8 million, including Sky News Radio, BBC Radio Merseyside, BBC Radio Lancashire, BBC Radio Manchester.
About Christmas
Christmas Day falls on 25 December and marks the Christian celebration of the birth of Jesus. It is a bank holiday across the UK and the peak of the year for retail, food and family stories. For brands and charities with something useful to say, it gives radio and TV producers a timely reason to book an interview.
Planning Christmas for 2026?
Christmas Day next falls on Friday 25 December 2026. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
