Launching the Dementia Risk Reduction Campaign for the Welsh Government

Equinox was commissioned to devise and implement a Wales-wide PR campaign (February 2016), on behalf of the Welsh Government, encouraging people to reduce their risk of developing dementia in later life by adopting a healthier lifestyle now, in six simple steps.

PR outputs

  • Collateral: Bi-lingual campaign mnemonic was developed for easy retention of the recommended six steps and bi-lingual infographic with key facts and figures
  • Case studies: Seven local case studies sourced from across Wales (people who had already made positive lifestyle changes to reduce their risk of dementia in later life) and ‘white coat’ expert, Dr Peter Elwood of University Hospital Wales
  • Media launch: Omnibus research was conducted to provide an impactful headline for the launch news release ‘New campaign launched as dementia tops the list of health worries in Wales’. National launch press release and 13 regionalised versions with case studies issued to target media
  • PR Stunts: The media launch was strengthened with a bespoke ACT NOW bi-lingual light projection stunt featuring falling forget-me-nots and campaign call to action. Projected at night fall at four iconic regional venues (Bangor University 25-26 Feb; Cardiff Castle 25 – 28 Feb; Caernarfon Castle 25 – 26 Feb and Swansea Castle 25 – 26 Feb). Video and imagery sold-in to local media picture desks and national Wales Online / Western Mail to generate coverage around the campaign launch. Images and video replicated over the campaign social media to drive engagement
  • Employer toolkit: Designed and distributed a bi-lingual campaign toolkit to large target employers and PHW outlets in key areas across Wales. Toolkit provided a suite of downloadable resources for upload on company intranets to support the campaign
  • Wales Online partnership: Week-long media partnership (w/c 22 February 2016) comprising of a bi-lingual information video short re ACT NOW advice; ACT NOW bi-lingual branded takeover of the Wales Online ‘What’s On’ and ‘lifestyle’ pages on Thursday 25 February and encourage clicks through to the Change For Life website and page editorial feature and three question reader survey

PR Outcomes

Media launch:             

  • 11m people reached UK-wide
  • 33m opportunities to see/hear campaign key messages
  • 12 minutes of bi-lingual national broadcast TV and radio news coverage delivered
  • Daily Mail, Express and The Sun newspapers and online ran page features
  • Lead story on ITV Wales and BBC Wales evening news

PR stunts:      

  • 60k people reached through press coverage alone
  • At least 180k opportunities to see/hear about the stunt and campaign key messages (including Wales v France Six Nations weekend in Cardiff)
  • Additional 16k people reached with 6.6k video views (English FB) and 1k views and 3.2k reach (Welsh FB) with promoted post of PR stunt videos


  • Open rate of 40.9% (compared to industry average circa 25%) for campaign toolkit containing downloadable resources

Social media: 

  • Over 90k people reached through FB campaign with 1.7k engagements (‘likes’, comments, shares)
  • Additional 84,000k people reached through 12 Facebook promoted video posts with 1.6k engagements (‘likes’, comments, shares) and 16.5k video views
  • Over 12.5k people reached through tweets with 244 engagements (favourites and retweets)
  • Over 2k views of dementia page on C4L website with 773 unique visitors (25 Feb – 10 March)

Media partnership:     

  • 29,398 Total Unique Browsers (audience reach). 53,171 opportunities to see campaign display ads with 1,064 clicks through to Change for Life website. 447 Total Unique browsers (audience reach). 182 social shares of campaign survey by Wales Online readers and 138 surveys completed.,746 Total Unique Browsers (audience reach) and 608 social shares of supporting editorial article re Six steps and 4,883 views of embedded campaign video


“We commissioned Equinox to deliver a campaign to raise awareness of the steps you can take to reduce your risk of developing Dementia – and they’ve done just that. This was a difficult brief because it was about repackaging existing public health messages under one campaign, but the proposal put forward was exciting and creative and the use of the mnemonic would be an effective way of getting the message across.  We wanted maximum coverage to really get people talking about it and through the PR stunt, press and media coverage and social media activity; they’ve delivered a great campaign. The success of this campaign has also caught the attention of other devolved administrations who want to discuss using the same campaign template; which is a fantastic outcome.”

Cerys Edwards, Welsh Government Campaign Manager

2017-05-06T17:07:46+00:00 March 18th, 2016|Case Studies, Case Study Health Service|