In September, I teamed up with Film Hub Wales once again to support Alzheimer’s Month and the promotion of dementia friendly film screenings.

To support cinemas right across the UK, Film Hub Wales – as part of the BFI Film Audience Network and supported by National Lottery funding – provides dementia-friendly guidance and training to cinema operators.

The project involved:

  • raising awareness of Film Hub Wales’ central role in providing guidance and resources
  • a calendar of key screenings to be promoted to Welsh media
  • equipping venues outside of Wales with tools and templates to undertake their own promotion
  • sourcing individual stories of those living with dementia that others can relate to

18 pieces of coverage were generated including four broadcast items. The key highlight for the campaign was the securing of a feature piece in The Guardian. Other highlights included a mention in the Mayo and Kermode Show as well as comprehensive broadcast and local coverage within Wales. The care audience was targeted via industry websites.

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