In a country where aging is a growing demographic trend, dementia is an issue that cannot be ignored. With about 1 in 10 individuals aged 60 and above affected by dementia, the need for support and awareness has never been more critical.

Dementia Singapore, a leading social service agency, has risen to this challenge by leveraging an innovative partnership with SPH Media to expand its outreach and engage a broader audience. We spoke with Mr. Bernard Lim, Director of Advocacy and Communications at Dementia Singapore, to understand how this collaboration is reshaping dementia care.

What are the challenges in enhancing the organisation’s outreach?

For Dementia Singapore, enhancing outreach while managing resources effectively is a constant challenge. As a non-profit organization, every dollar spent must demonstrably contribute to its mission of creating a dementia-inclusive society.

In the past, Dementia Singapore has successfully leveraged large-scale events like the Michael Learns to Rock concert at Our Tampines Hub, attracting over 6,000 attendees. The organisation also hosted heartland-targeted getai events in October 2023, drawing significant attention with over 50,000 attendance for the first event alone.

“While such large-scale events are successful in raising awareness and generating donations, they also require significant resources. We needed a more sustainable and expansive approach to reach our diverse audience.”

How did the partnership with SPH Media come about?

The launch of the Cara app, a comprehensive platform offering information, support and a community for caregivers and individuals with dementia, marked a significant milestone for Dementia Singapore. However, increasing app downloads and fostering an active user base presented a new challenge.

Recognising the need to reach a broader audience, Dementia Singapore decided to partner with SPH Media.

“With a diverse portfolio of publications, spanning various languages and demographics, SPH Media aligned perfectly with the organisation's goal of reaching out to the mass audience.”

By offering free SPH subscriptions including The Straits Times, Lianhe Zaobao, Berita Harian and Tamil Murasu as an incentive for Cara app downloads, Dementia Singapore not only boosted app sign-ups but also tapped into a loyal and engaged readership. This strategic move allowed the organisation to expand its reach beyond its core audience of caregivers and people with dementia, engaging the wider community in the conversation about dementia.

How has the strategic partnership helped achieve the outcomes?

The results of this collaboration have been remarkable.

“Within just two weeks of the campaign launch, Cara app downloads surged, almost reaching the target of 10,000. This rapid growth demonstrates the effectiveness of the incentive and the appeal of SPH publications among the target audience.”

The Cara app, now with an expanded user base, has become an essential resource for caregivers, providing vital information, support networks and service access. The partnership has also enhanced Dementia Singapore's capacity to disseminate information about dementia. By curating relevant articles and distributing them through an e-newsletter to Cara app users, the organisation is empowering individuals with knowledge and fostering a better understanding of dementia.

Feedback from users has been positive, with many expressing appreciation for the free SPH subscriptions. The ability to stay informed and engaged through content in their preferred language has been invaluable for the audience.

Why would you recommend SPH Media to organisations seeking to expand their reach?

Dementia Singapore's collaboration with SPH Media exemplifies a successful public-private partnership model. By combining their respective strengths, the two organisations have created a powerful platform for raising awareness about dementia, providing critical support and advancing the goal of a dementia-inclusive society.

“Leveraging SPH Media’s extensive reach has allowed us to connect with a wider audience and empower more individuals in their dementia journey. It has truly been a game-changer in our outreach efforts.”

This partnership highlights the potential of innovative collaborations to drive meaningful impact in addressing pressing social issues, paving the way for future initiatives in the realm of public health and community support.