According to the Korea National Institute of Dementia, the number of people suffering from dementia is expected to rise from 749,000 in 2018 to 837,000 by 2020, and to 3,027,000 in 2050. Although it is incurable, dementia is manageable if diagnosed early. The problem is, people tend to ignore symptoms until it's too late. Despite numerous public education efforts by the government, awareness about its symptoms remained low among regular Koreans. Children who witness their loved ones with the condition suffer a great deal too, as they lack understanding of what dementia is and why their elderly family members act the way they do. Eisai wanted to help increase awareness and understanding of dementia across all age groups. By being educated of dementia, it is hoped that people will more proactively reach out to healthcare providers (HCPs) for early diagnosis and treatment. This way, they can get the support they need for themselves and their loved ones.

Strategy/Target Audience