Brain health and dementia prevention: getting the message across

Dementia is one of the most feared health conditions globally, with almost 80% of respondents involved in a large international survey (70,000 people across 54 countries) expressing concern about developing the condition at some point (Alzheimer’s Disease International [ADI], Citation2019). This concern increases with age, with survey responses from participants representative of the U.S. population (n = 4000) indicating adults aged 45 years and above were more worried about developing dementia compared to younger adults. In addition, results from a smaller survey of people attending outpatient clinics at one Australian Hospital (n = 355) highlighted dementia as the number one health fear of older people aged 65 years and above (Watson et al., Citation2023). Reasons for underlying fears are diverse, however, predominantly relate to the anticipated impacts of the cognitive symptoms on one’s personhood, including loss of self-identity, autonomy, and independence (Maxfield et al., Citation2024; Watson et al., Citation2023). Further, loss of self-identity is linked to concerns of emotional and social impacts, and strained relationships with family and friends, while loss of autonomy and independence amplifies fears of the possible practical ramifications, including losing the ability to drive or to maintain one’s own living situation (Maxfield et al., Citation2024; Watson et al., Citation2023). As a known powerful transmitter of stereotypes, mainstream media likely influences and further exacerbates the publics’ fear of dementia by using demeaning and derogatory terms including ‘victims’ or ‘sufferers’ in their content (Low & Purwaningrum, Citation2020; Šestáková & Plichtová, Citation2020).