Making Dementia Support Accessible

Nationwide and Dementia UK joined forces to deliver a ground-breaking, earned media only campaign that transformed access to specialist dementia support across the UK. Anchored in Nationwide’s Fairer Futures commitment to supporting those who have been dealt an unfair hand, and Dementia UK’s mission to ensure no family faces dementia alone, the campaign used the credibility and reach of trusted media to turn awareness into meaningful action.

The partnership set out to make free, specialist dementia clinics visible and accessible on high streets nationwide, particularly for families who struggle to access in person support. A broadcast first strategy firmly set the campaign in empathy, evidence and lived experience. Launch day generated 22 interviews across major national broadcasters, Good Morning Britain, ITV News, LBC, Times Radio and BBC regional outlets, immediately establishing authority, national relevance and emotional resonance. High profile advocates John and Nula Suchet added personal authenticity, helping to unlock deeper public understanding.

A sustained regional to national media drumbeat-maintained momentum, spotlighting over 200 Nationwide branches hosting clinics and ensuring families across England, Scotland, Wales and Northern Ireland knew help was within reach. Evidence led storytelling combined prevalence data, carer needs and clinic insights to shape compelling, credible narratives, while governance from Dementia UK safeguarded clinical accuracy.

The campaign achieved more than 1,100 pieces of wholly earned coverage with an estimated reach of 45 million. This visibility drove a 435% surge in clinic bookings after  key broadcast moment The One Show. More than 6,000 clinic appointments have been booked.