Campaigns: Healthcare - Tesco backs better diagnosis of dementia

Campaign: Mapping the Dementia Map
Client: Tesco, Alzheimer's Society and Alzheimer Scotland
PR teams: Claremont and in-house teams at Alzheimer's Society and
Alzheimer Scotland
Timescale: March 2010-March 2011
Budget: £4,000

Tesco and its 2011 charity of the year, Alzheimer's Society and Alzheimer Scotland, mapped the state of dementia and diagnosis levels in the UK. Their research found that by 2021 more than half a million people would have undiagnosed dementia.


- To raise awareness that dementia is severely under-diagnosed

- To encourage people who are worried about their memory to visit a doctor.

Strategy and plan

PR and digital agency Claremont and the in-house PR teams created an interactive map to show the variation in levels of diagnosed dementia across the UK. The map was put on the Alzheimer Society's website. The story was released to the media to encourage people with worries about their memory to see a doctor.

Measurement and evaluation

The campaign received 302 pieces of coverage; 39 were in the national press, 220 in regional press and 43 in trade press.


The map increased traffic to the Alzheimer's Society website by 70 per cent. The site received a record number of visitors on the day of the map's launch.

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