A campaign promoting dementia services offered by Staffordshire’s Dougie Mac Hospice has helped connect the community with life-changing support.
Harrison Carloss, a creative digital agency based in Stoke-on-Trent, is a long-term partner of Dougie Mac and worked with the hospice team to create a campaign that has seen awareness of its dementia services double in just three months.
Dougie Mac is widely recognised for more than five decades of palliative care, reflected in a recent rare ‘Outstanding’ rating by the Care Quality Commission.
Lesser known was the charity’s dementia care, which significantly expanded following a merger with Approach Dementia Support in 2024.
Adam Mobley, Managing Director at Harrison Carloss, said: “Dougie Mac needed make the general public aware of its new provision, setting out how its pioneering work was expanding in line with the growing need in the local community for dementia support, including activity groups and carers’ training.
“Our campaign centred on the message ‘Always here for you, now for dementia too,’ and was featured across multiple platforms in the first few months of 2026, including a TV advertising campaign – a first for Dougie Mac – supported by local press, social media, direct mail, as well as online and roadside advertising.”
Taking centre stage, the high-impact TV advert showcased the retelling of a true story about Dougie Mac’s life-changing dementia support, for not just those with a diagnosis, but their family too.
The advert was played more than 144,000 times in 40,000 households across the region.
Aided by a legacy dedicated to promoting Dougie Mac’s dementia support, the campaign prompted a rise in awareness of the services from 29 per cent to 66 per cent.
Brogan Evans, Head of Marketing & Communications at Dougie Mac said: “The hospice has a long history of supporting people living with life‑limiting illnesses, and over recent years that care has grown to support people of all ages across our community.
“What this campaign has helped us do is shine a light on the dedicated dementia support services we now also offer, and the vital role they play for individuals and families locally.
“With dementia affecting more people every year, it’s essential that our community knows dedicated support is available close to home.
“By raising awareness of these dementia‑specific services, we’re helping people access the right care at the right time, improving quality of life and making a real difference.”
