Dementia: 'Connecting through music'

CHALLENGE: BaptistCare tasked Sefiani with developing a strategy to broaden awareness of its third annual dementia forum, Stories of Me, to a mainstream audience. Not only did Sefiani need to achieve cut through during Dementia Awareness Month, we also needed to develop a strategy to extend awareness of the forum and its innovative content beyond the health and aged-care industries.

STRATEGY: Sefiani combined the topics of innovative dementia research and care with the personal stories of dementia sufferers presented at the forum. Sefiani worked with keynote speaker Kate Swaffer, who was diagnosed with early-onset dementia at 49 and focused on sharing the personal stories of participants in BaptistCare’s six-week pilot study ‘Connecting through music’, which evaluated the effect of personally curated music on the mood, behaviours and quality of life of 22 residents living with dementia.

IMPACT: We arranged for ABC TV to film two residents and their families involved in the study, resulting in high profile coverage on the flagship current affairs program ABC 7:30. We also secured a blog post by Kate Swaffer in The Huffington Post, a feature article by Aged-Care Insite which landed after the forum, and social media support through Facebook and Twitter.