Harnessing the power of digital to remove the stigma around dementia.

Determined to remove the stigma around dementia, raise awareness about the issue and encourage the 353,800 people living with dementia and the 1.2 million people involved in their care to reach out for help, Alzheimer’s Australia approached ntegrity to develop a full-scale social media strategy.
people have heard about the National Dementia Helpline Campaigns through our Facebook Advertising.
dollar average Cost Per Click
percent increase to calls to the National Dementia Hotline

Using an ‘always on’ social media strategy to shine a light on the issue 365 days a year

Working with the NSW arm of Alzheimer’s Australia in 2016 we started with a social media audit to identify gaps, opportunities and improvements needed to grow and engage their online communities.

The insights that surfaced then informed the development of a social media strategy that clearly defined content themes and tactics to reach their goals of not just education, awareness and influence, but the removal of the stigma around dementia.

Reigniting the National Dementia Helpline campaign

In 2016, calls to Alzheimer’s Australia National Dementia Helpline had severely decreased. In order to maintain government funding to keep this vital service going, Alzheimer’s Australia called on us to support them in an integrated campaign, with ntegrity spearheading the digital elements. We established a content and advertising campaign on Facebook, and as a Google Endorsed & Certified Adwords Partner we implemented a Google AdWords Campaign to drive calls and generate awareness.

In just two months, our content and ads from Facebook alone have spread the word to over one million Australians in the most cost-effective way possible, maintaining a cost per click for ads of well under $1. Based on our learnings and results so far, we’re helping Alzheimer’s Australia identify new ways of reaching their audience online, such as downloadable dementia info packs tailored to user’s needs – an initiative that has outperformed all other ads so far!

We’re also helping them launch webchat for their helpline, using ads and content to spread the word and encourage Aussies living with dementia or caring for someone to reach out for help.

The entire integrated campaign (of digital and radio ads) has more than doubled calls to the Helpline YOY – Alzheimer’s Australia has had to employ additional support staff to meet unprecedented demand! As a result, our support has been extended twice already to maintain the momentum and success of this campaign.