Our campaign challenges the idea that dementia only affects older people.

Each visual features a younger and an older person together, making people assume the older person is living with dementia. But the reveal shows the truth: dementia can start as early as your thirties.

By using this simple misdirect, the campaign exposes the hidden reality of Young Onset Dementia and shows how symptoms like memory loss, confusion and mobility issues can affect people much earlier than expected.

The line “Dementia can start as early as your thirties” reframes the issue and asks people to rethink what dementia really looks like.