Dementia Friends in Santos/Brazil: pioneering implementation of a global dementia awareness movement
Dementia Friends is part of a global movement that started in Japan and has been led by the Alzheimer’s Society in the United Kingdom of Great Britain and Northern Ireland since 2013. The movement has been adopted in various countries to raise awareness about dementia, tackle stigma, and foster communities that are more inclusive and foster the participation of people living with dementia and their families.
In Santos/Brazil, its implementation represents a pioneering effort to adapt this movement to the local context. The project is carried out by the União de Amparo a Comunidades de Escolas Públicas* (UACEP), with financial support from the Santos Municipal Council for the Elderly Fund, in coordination with various community sectors. During its first year, the initiative employed an intersectoral strategy, bringing awareness sessions to diverse settings—including health services, a public university, social organizations, community institutions, and family caregiver groups—and reaching 971 "New Dementia Friends."
As part of this initiative, a 60-minute information session has been developed. The session covers:
- Facts about dementia
- Five key messages (dementia is not a normal part of ageing; dementia is caused by brain diseases; dementia is not just memory loss; it is possible to live well with dementia; the person is more than their dementia)
- Practical awareness-raising exercises (e.g., what is the step-by-step process for making coffee?)
- Information on prevention and communication
Responses from 461 participants (84% female, mean age 41, with 63% of participants holding higher education or postgraduate degrees) indicate that the session support improvement in dementia knowledge including:
- A better understanding of what dementia is
- Recognition that a person with dementia can continue performing daily and meaningful activities with support
- Recognition that a person with dementia should not be treated like a child
- Increased understanding of how to communicate with a person living with dementia
- Increased awareness regarding dementia risk reduction
- Increased awareness that dementia is not a part of normal ageing
In addition to changes in knowledge, a significant shift was observed in how participants perceived the word “dementia”. Negative associations decreased from 62.69% to 36.23%, while positive associations rose from 5.21% to 34.92%, indicating a favorable shift in perceptions regarding dementia following participation in the session.
Additionally, after the session, majority of participants felt better prepared to help or support a person with dementia in their community or workplace and expressed an intention to share the knowledge they had gained.
This initiative demonstrates the potential of a community-based, intersectoral educational strategy to expand knowledge, foster positive perceptions of dementia, and strengthen the community's capacity to recognize and support people living with dementia.
Moving forward, the sessions will be implemented in other sectors, contributing to national efforts aimed at raising awareness, reducing stigma, and building dementia-friendly communities. To learn more about this initiative, visit: www.amigosdademencia.org
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