+37%
increase in prompted brand awareness of Dementia Services for those who have seen the advertising
Dougie Mac
Raising awareness for dementia services.
100%
increase in people who are aware of Dougie Mac’s dementia services
Project
Dougie Mac Dementia Campaign
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For years, Dougie Mac has been a pillar of the Staffordshire community, known primarily for their outstanding end-of-life care. However, their mission has expanded. Following their recent integration of dementia services through the acquisition of Approach–Dougie Mac turned to us to help shift public perception and shout about a vital new chapter in their history.
Shifting public perception.
about a vital new chapter.
Redefining the narrative—
The campaign centres on the heart-warming reality of Dougie Mac’s dementia support. Far from the clinical setting some might expect, these services are vibrant and life-affirming. From pottery and painting to light and music therapy, the focus is on making the most of every moment.
Our goal was to raise awareness for Dougie Mac and ensure the local public understands that ‘Dementia Services’ is a loving new arm of the Dougie Mac family, joining their existing adult and children’s services. To monitor the impact of our activity, we arranged pre-campaign and post-campaign field research and an online survey to capture the level of awareness of dementia services before and after the campaign.
Lights, camera, action! Dougie Mac campaign hits Sky TV—
The rollout featured a high-impact TV advert that showcased the retelling of a heart-warming true story about Dougie Mac’s life-changing dementia support for not just those with a diagnosis but their family too.
The advert was deployed using Sky Ad Smart technology and played over 144,000 times in 40,000 households in the local region. The TV run was complemented by a parallel digital presence across social media to engage both professionals and families.
A multi-channel masterclass—
To ensure the message resonated across every corner of the community, we deployed a robust, multi-channel strategy that blends traditional heart with modern digital precision. We ran a strategic PPC and paid social campaign designed to reach those actively seeking help online in their time of need.
On the streets, bold digital Out-of-Home (OOH) displays, and traditional press ads provide inescapable local visibility, while a targeted door drop campaign ensures that the “Always here for you, now for dementia too” message lands directly in the hands of residents across the heart of North Staffordshire.
Research was conducted both before and after the campaign to allow us to measure the change in awareness levels in the local population. Some of the most significant results are as follows.
Impact
Impact
+12%
increase in unprompted brand awareness of Dementia Services
Impact
+33%
of people reached by the campaign in one form or another
