Different perspectives on dementia, held by people with dementia, carers and professionals working in helping service industries, were examined in 111 interviews across Australia in 2017 to add a recipients’ view on what public health campaigning should address. Contrasts were found between the priorities of the different perspectives, plus a common feeling that dementia should become a normal part of social life. Rather than reflecting stigmatising behaviour, all groups expressed a need for knowledge on how to communicate and interact with people with dementia. In contrast to current campaigns, information on prevention and health-care systems were a low priority.
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