BMF and Fiftyfive5 win Dementia Australia education campaign

January 27, 2026 2:42

BMF and Fiftyfive5 will deliver an important campaign for Dementia Australia

BMF and research agency Fiftyfive5, part of Accenture Song, have signed Dementia Australia as a client, following a competitive pitch process.

The move will see the creative agency and Fiftyfive5 develop a national public awareness and education campaign aimed at changing perceptions surrounding brain health and unsafe actions (such as head collisions). The platform is expected to educate communities — including young people, educators, coaches and parents — on “the long-term risks of head trauma and the importance of early intervention”.

Fiftyfive5 and BMF’s work will be based on evidence and strategy. The Australian Government is supporting the campaign’s development via a two-year funding commitment.

In a press release announcing the client win, BMF’s managing director Richard Woods expressed his team’s excitement at collaborating with Fiftyfive5 and Dementia Australia on the campaign.

“At BMF, we’ve long believed in the power of long ideas to change not just perceptions, but behaviours,” he said. “This campaign is an opportunity to apply that thinking to an issue that has real impact for individuals, families and communities across the country.”

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Dementia Australia’s CEO Tanya Buchanan, said: “Dementia is now the leading cause of death in Australia, yet awareness of the risk factors remains low.

“By educating young people, parents, coaches and educators about the connection between repeated head trauma and life-long brain health, we have a real opportunity to shift behaviours early and reduce dementia risk later in life.”

Dementia Australia is the peak national body representing people living with dementia, their carers and families. Last year, it was estimated that more than 400,000 Australians live with the neurological condition.

By 2065, due to a growing and ageing population, the number of dementia patients in Australia is predicted to exceed 1.1 million, with more women than men being affected.