ATTENTION RIKSFÖRBUND - Awareness campaign and communication materials to raise awareness of an important social issue.

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Annika Von Schmalensée, Project Manager Äldrelyftet, Riksförbundet Attention.

Attention wanted to reach out to everyone in the welfare sector who deals with an older target group with a confirmed or suspected NPF diagnosis. There was a need to package knowledge and communication materials for several target groups: older people with NPF, local associations, staff and users.


An expressed need from local associations for a flexible knowledge material that is easy to use to support conversations with older people. There is also a need to work even more on social media and other channels and arenas to reach the target group of older people and healthcare professionals.


Target group and channel analysis. A comprehensive and packaged awareness-raising campaign under the umbrella name "Rethink" that included various flexible elements such as communication materials, tools with exercises, a workbook for older people, discussion materials, a digital course and communication materials for leaders and other stakeholders.


Developed working methods for the production team at headquarters and at the various local associations. The team and older people with NPF stories were booked for countless lectures, as well as participation in podcasts, media attention and improved conversations with older people in general for both healthcare professionals and group meetings at local associations.