Struggling to follow a conversation in a noisy place can be an early sign of dementia, but almost half of Brits (46%) mistake signs like this for normal ageing. For World Alzheimer's Month, we turned that new Prestige Nursing & Care research into a story. It also found more than a third say they could care for a relative with dementia for under a month before it hit their job or mental health. We put the company's marketing director and registered branch managers with long experience of dementia care on air across a radio day of interviews, helping families spot the signs and understand home care options. The campaign secured 13 items of radio coverage reaching 2.2 million listeners, including BBC Radio Norfolk, BBC Radio Cambridgeshire and BBC Radio Suffolk.
13Items of coverage
2.2 millionCombined reach
27m 58sTime on air
Coverage highlights
Heart CambridgeshireCommercial radio
Capital Mid CountiesCommercial radio
BBC Radio NorfolkBBC radio
Greatest Hits Radio KentCommercial radio
Greatest Hits Radio OxfordshireCommercial radio
BBC Radio CambridgeshireBBC radio
BBC Radio SuffolkBBC radio
Greatest Hits Radio CambridgeshireCommercial radio
Hits Radio OxfordshireCommercial radio
Hits Radio CambridgeshireCommercial radio
Hits Radio KentCommercial radio
Listen
BBC Radio Norfolk · 3m 42s
0:00 / 3m 42s
Heart Cambridgeshire · 0m 22s
0:00 / 0m 22s
The story
Prestige Nursing & Care, World Alzheimer's Month
The aim
Prestige Nursing & Care wanted to help families spot the early signs of dementia and understand professional home care options before reaching crisis point.
The message
Many early signs of dementia are mistaken for normal ageing. Spotting them early, and knowing that professional home care is available, can ease the pressure on families, which still falls mostly on women.
The angle
New Prestige Nursing & Care research finds almost half (46%) of Brits mistake early dementia signs, such as struggling to follow conversations in noisy places, for normal ageing. More than a third say they could care for a relative with dementia for under a month before it hit their job or mental health.
On air
Prestige Nursing & Care's marketing director and registered branch managers with long experience of dementia care
The result
13 items of coverage reaching 2.2 million, including Heart Cambridgeshire, Capital Mid Counties, BBC Radio Norfolk, Greatest Hits Radio Kent.
About World Alzheimer's Month
World Alzheimer's Month is run each September by Alzheimer's Disease International and began in 2012. It includes World Alzheimer's Day on 21 September, first held in 1994. Both aim to raise awareness of dementia and challenge the stigma around it. It gives producers a reason to cover the subject, and brands with a credible spokesperson a way onto radio and TV.
Planning World Alzheimer's Month for 2027?
World Alzheimer's Month next runs through September 2027, with World Alzheimer's Day on Tuesday 21 September 2027. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
