AIC Dementia Friends Mobile Application launch publicity

Creating an impactful launch of a mobile app to raise awareness and mobilise the community.


Dementia-Friendly Singapore is a ground-up movement conceptualised by the Agency for Integrated Care to empower and enable members of the community to build a dementia-friendly society.


With an ageing population in Singapore, there is a need to prepare society to better support a growing number of seniors with dementia.


The “Dementia Friends” mobile application was created as a platform to enhance support for caregivers, and establish a network of volunteers to help keep a lookout for and provide assistance to lost persons with dementia in Singapore.


To launch the campaign, as well as encourage downloads and volunteer signups, we crafted a creative campaign featuring a mascot, Giffy the giraffe. Endearing scenarios are shown to remind the public that persons with dementia can be our loved ones and friends. Persons with dementia may face challenges but can still live at home with our support.


To create impact and mass awareness, the campaign was rolled out on integrated media platforms such as Out of Home, Digital, Social, Print and Below-The-Line.


The goal is to achieve the desired outcomes –  engage the community to become more aware of dementia, empower caregivers with services and resources, and enable seniors to live and age well in the community.

  • Facebook
  • LinkedIn
  • Instagram
  • YouTube

atomz i! pte ltd

50 Ubi Avenue 3 #04-05 Frontier 

Singapore 408866