Alzheimer’s disease and related dementias (ADRD) are impacting over 100,000 lives statewide. Together, we’re working to raise awareness, reduce stigma, promote early detection, and bring hope to our communities. To support this effort, the Hawai’i State Legislature appropriated $1 million to fund a public awareness campaign led by the Executive Office on Aging (EOA). The campaign goals are to educate the public about ADRD, improve early detection of dementia, and encourage people to talk with their healthcare provider about cognitive health.

Building the Campaign

EOA conducted market research, reviewed successful campaigns from other states, and facilitated a competitive procurement process. The contract was awarded to Anthology Marketing Group, who completed both qualitative and quantitative research to better understand public perceptions of ADRD in Hawai‘i. Insights from focus groups and surveys helped shape the campaign’s creative direction, ensuring the messaging would resonate with local communities.

Introducing: The Remember Campaign

Launched in August 2025, the Remember campaign carries the motto: “Know sooner, live better.”

The campaign includes multiple public service announcement videos, audios, graphics and social media content. The main PSA video highlights cherished moments in life and encourages viewers to protect their brain health by speaking with a healthcare provider if they notice early signs of dementia. Shorter videos on social media depict common early signs—like getting lost in familiar places, missing appointments, struggling with numbers, or forgetting to turn off the stove. The videos can be viewed at the YouTube channel @hawaii.dementia. 

Where to See The Campaign

The campaign can be seen or heard on traditional television, over-the-top television, radio, Spotify, online advertisements, YouTube, Facebook, and Instagram.  In September, during World Alzheimer’s Month, local news stations will feature interviews with local voices sharing about the campaign. In November, during National Caregiving Month, the campaign will expand into local newspapers, spotlighting real-life stories of people in Hawai‘i living well with dementia.

A Growing Movement

As dementia rates rise, so does community momentum. People across Hawai‘i are coming together to normalize conversations about brain health and support one another.

We all have a role to play—whether it’s:

• Spreading the word about the benefits of early detection
• Asking for a cognitive screening during your Annual Wellness Visit
• Reaching out to someone who may be struggling and being a friend
• Becoming a Dementia Champion and sharing this with your community

Every action matters.

After the campaign launched we visited a local geriatric clinic and the doctor shared, “It’s working!”—they’ve seen a noticeable increase in patients calling to prioritize their cognitive health.

Soon, cognitive screenings will become a routine part of our yearly check-ups, diagnostics will continue to advance, more treatment and support options will become available. Let’s keep moving forward together. As the Healthy Brain Initiative reminds us: “Everyone deserves a life with the healthiest brain possible.”