Alzheimer Scotland appoints WWAV Rapp Collins to co-ordinate dementia risk reduction campaign

20 MAY 2006
IMMEDIATE RELEASE
To: News Editors

Alzheimer Scotland has appointed WWAV Rapp Collins Edinburgh to launch its Dementia Awareness Week initiative for 2006. The agency was successful in a pitch for the business at the end of 2005. Having encouraged the charity to invest its marketing budget into one 'visionary' campaign, WWAV will roll out a series of ads and events designed to promote good diet, exercise and mental stimulation.

The agency developed the strapline "Good for you, good for your brain" to encourage the public to think about the mental benefits of a healthy lifestyle. The initiative will be launched at Glasgow's Buchanan Galleries shopping centre on 5 June, backed by a national press campaign. Leaflets, a website and promotions with key retail partners will support the activity.

Sarah Bromley, PR and Marketing Manager for Alzheimer Scotland says, “We want to challenge the way people think about dementia. People think it’s an old person’s illness, which they can do nothing about. In fact there is a growing body of evidence, which states that certain behaviours such as healthy eating, taking regular exercise, keeping mentally stimulated and maintaining social networks may reduce the risk of developing dementia quite significantly."

Information on risk reduction can be ordered by calling 0845 456 7739 or visiting the campaign mini website at www.goodforyourbrain.org

Contact details:

Sarah Bromley, Awareness Manager, tel 0131 243 1453, mob 07966 458 869, sbromley@alzscot.org

Note for Editor:

Dementia affects approximately 63,000 people in Scotland.
Alzheimer’s disease is the main form of dementia. The second most common is vascular dementia. As yet there is no cure.

Alzheimer Scotland is Scotland’s foremost voluntary organisation working for people with dementia and their carers. It:

• speaks out for the rights and concerns of people with dementia and their carers;
• operates services on over 60 sites throughout Scotland providing practical services such as day, evening and weekend centres, home care and befriending and carers' support services;
• provides the 24 hour national freephone Dementia Helpline (0808 808 3000);
• provides the website www.alzscot.org;
• supports a network of over 40 carers' support groups;
• provides information to carers, professionals and people with dementia;
• publishes leaflets, booklets, reports and a quarterly newsletter keeping carers and professionals up-to-date
• has a research programme.