Prestige Nursing & Care on the early signs of dementia

The brief

Prestige wanted families to recognise dementia sooner. It also wanted them to know that care at home is an option before things reach breaking point.

The angle

New research showed 46% of Brits confuse early dementia signs, such as finding conversations hard to follow in noisy rooms, with ordinary ageing. More than a third said a caring role would start to damage their work or wellbeing in under a month. A news editor gets a fresh number, while a phone-in presenter gets a subject listeners live with every day.

On air

Prestige's marketing director took part, with registered branch managers who have long experience of dementia care.

The result

Across 13 items and 27 minutes 58 seconds on air, the campaign reached 2.2 million and delivered a 6:1 return on investment. Heart Cambridgeshire, Capital Mid Counties, BBC Radio Norfolk and Greatest Hits Radio Kent all carried it.

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

What the budget bought

Figures from the campaign's Relations Group coverage report. AVE is what the same airtime would have cost as advertising.