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Public awareness campaign for dementia in Taiwan

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Public awareness campaign for dementia in Taiwan

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Content Running head: PUBLIC AWARENESS CAMPAIGN FOR DEMENTIA IN TAIWAN

PUBLIC AWARENESS CAMPAIGN FOR DEMENTIA IN TAIWAN

by

Ting-Chu Lin

A Strategic Planning Model Presented to the
FACULTY OF THE USC GRADUATE SCHOOL
UNIVERSITY OF SOUTHERN CALIFORNIA
In Partial Fulfillment of the
Requirement for the Degree
MASTER OF ARTS
(STRATEGIC PUBLIC RELATIONS)

December 2017

Copyright 2017 Ting-Chu Lin
PUBLIC AWARENESS CAMPAIGN FOR DEMENTIA IN TAIWAN

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PUBLIC AWARENESS CAMPAIGN FOR DEMENTIA IN TAIWAN

Chapter 1. Background ......................................................................................... 1
Introduction ....................................................................................................... 1
Dementia in Taiwan ........................................................................................... 2
Project Overview ............................................................................................... 3
Chapter 2. Organization ........................................................................................ 4
Background/Overview of the Taiwan Alzheimer’s Disease Association (TADA) .. 4
Organizational Goals of the Taiwan Alzheimer’s Disease Association (TADA) .... 7
Chapter 3. Statement of Problem ........................................................................... 8
Prevalence of the Stigma of Dementia in Taiwan ................................................. 8
Why is This Happening? .................................................................................... 9
Chapter 4. Methods ............................................................................................. 11
Secondary Research ......................................................................................... 11
Primary Research ............................................................................................ 14
Chapter 5. SWOT Analysis .................................................................................. 20
Strengths ......................................................................................................... 20
Weaknesses ...................................................................................................... 23
Opportunities ................................................................................................... 24
Threats ............................................................................................................ 25
Chapter 6: Communication Goals ........................................................................ 27
Promote TADA’s Brand Recognition ................................................................ 27
Promote Greater Accurate Dementia Awareness in the Public .......................... 27
Eradicate Societal Stigma Toward Dementia .................................................... 27
Partnership Development ................................................................................. 28
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Chapter 7. Objectives .......................................................................................... 29
Chapter 8. Key Audiences ................................................................................... 30
People Currently Suffering from Dementia ....................................................... 30
Volunteers and Caregivers ............................................................................... 30
International Dementia Organizations .............................................................. 31
The Taiwanese Government ............................................................................. 31
The Media........................................................................................................ 32
Local Businesses ............................................................................................... 32
Chapter 9. Key Messages ..................................................................................... 34
Dementia is Common and Can be Managed ...................................................... 34
Dementia is Prevalent in Taiwan ...................................................................... 34
Stigma Around Dementia Can be Solved Through Partnership/Collaboration... 35
Chapter 10: Strategies ......................................................................................... 36
Creating a Special Educational Fundraising Event to Increase Awareness and
A Sense of Urgency Around the Issue of Dementia ............................................ 36
Involving the Community and Local Business Leaders...................................... 36
Adopting a Community Approach to Working Collaboratively with
Stakeholders .................................................................................................... 36
Leveraging Leaders of the Committee to Elevate Credibility ............................. 38
Chapter 11: Tactics ............................................................................................. 39
Create an Educational Launch Event for the Campaign ................................... 39
Initiate a Popularizing Campaign for Ongoing Events ...................................... 39
Conduct Interviews and Release Press Statements ............................................ 40
Release Campaign-Related Advertisements ...................................................... 40
Create a Volunteer Force of “Sensitization Officers” and Conduct
Neighborhood Meetings ................................................................................... 41
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Chapter 12. Evaluation ........................................................................................ 42
Chapter 13. Budget.............................................................................................. 44
Chapter 14. Timeline ........................................................................................... 46
Appendix ............................................................................................................ 48
Appendix A: Causes/Types of Dementia, Common Treatments and
Measurements .................................................................................................. 48
Appendix B: Other Facts of Dementia .............................................................. 54
Appendix C: Discussion Guide ......................................................................... 57
References ........................................................................................................... 58
Websites and News Articles ................................................................................. 63

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PUBLIC AWARENESS CAMPAIGN FOR DEMENTIA IN TAIWAN
Chapter 1. Background
Introduction
In recent years, the world has advanced in the means and ways of diagnosing disease
pathology, especially as it pertains to various ranges of ailments in society. While viral and
genome vulnerability are considered to be the leading causes of illness among human beings,
another significant factor is age. Both old and young are extremely vulnerable to the
development of various conditions and diseases that are directly related to their age. Among
older demographics, a serious condition that affects a significant number of people in the world
today is dementia. According to the World Health Organization (WHO), dementia affects at least
47.5 million people globally, with the numbers rising as a person ages (WHO 2017). The
statistics further show that as people age, the chances of developing dementia rise, with nearly
half of people over the age of 85 suffering from the condition.
By definition, dementia, also referred to as senility, is a condition whereby an individual
suffers from a decline in mental ability that more or less interferes with the person’s daily life
(Alz.org 2017). Despite common belief, dementia is not a disease but is merely a term that is
used to describe various symptoms that are associated with the negative development of memory
and thinking skills. As a condition related to the brain, dementia is demonstrated when a victim
demonstrates cognitive disorders; some of the major signals include poor thinking skills,
language and problem-solving skills. Dementia is a term that covers various distinct conditions;
in order to understand it effectively, the need to identify its various types is critical to
conceptualizing the condition. In concept, dementia is caused by direct or indirect damage to the
brain cells in ways that affect the ability of various regions of the brain to connect with each
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other. Thus, the causes of dementia often can be traced back to damage to specific parts of the
brain with negative consequences that affect its ability to accomplish various tasks. Studies in
dementia have led to classifications whereby the various types of dementia are also considered
the potential causes to the condition. (See Appendix A: Causes/Types of Dementia, Treatments
and Common Measurements for more information)
Dementia in Taiwan
As with any other Asian nation, Taiwan cannot be distanced from the dementia crisis that
has affected a significant portion of its elder generation. In Taiwan, discrimination against the
elderly with this stigma has been prevalent; statistics find that at least 75 percent of people with
dementia feel that they have been ostracized. This statistic raises concern about the frequency
and prevalence of labeling and thus stigmatizing the elderly in the country. In 2012, the
Department of Health estimated that 130,000 seniors across the country had dementia (Focus
Taiwan 2013). Thus, it is evident that in Taiwan, dementia is becoming an issue of critical
concern that needs to be addressed through all arms of the society in order to create an
environment where men and women can be more comfortable living with the condition. For
example, major patterns of discrimination may be seen by the way that people with the condition
are kept indoors by their loved ones who may feel ashamed of their family member’s condition.
Furthermore, when people with dementia are hidden from the public, their families are less likely
to seek help and medication that might alleviate their pain and make their later years in life more
comfortable. Nevertheless, Taiwan is home to many organizations, both local and international,
that have dedicated themselves to the fight against dementia, an opportunity that should be
optimized for the public. Through these organizations, such as the Taiwan Alzheimer’s Disease
Association (TADA), among others, dementia patients can access treatment options, home care
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and professional services that can help them manage the dire symptoms of dementia. An
unfortunate reality, however, is that due to the stigma in the country, these organizations are not
empowered – a fact that needs to be rectified if Taiwan is to become dementia-friendly in the
near future. Thus, a campaign that informs the public on this critical issue needs to be conducted
to ensure that the elderly, especially those with dementia, are able to access quality care and help
they deserve from all sectors of the society.
Project Overview
This campaign planning model presents an overview of the process that a dementia
campaign would take in Taiwan to help encourage more societal awareness and acceptance of
the reality of dementia, as well as more compassionate behavior and attitudes toward those with
the condition. The campaign planning model, which hypothesizes that there is a general lack of
awareness and too much hostility toward people with dementia in Taiwan, utilizes various
methods that work with the strengths and weaknesses of Taiwan Alzheimer’s Disease
Association as an organization dedicated to this course. Through data collected from both
secondary and primary sources, the campaign evaluates the possibilities of a campaign in the
Taiwanese society, based on a sound communications strategy that can be implemented. The
campaign planning model in this study essentially covers all of the requisite elements such as the
organization’s ability to conduct the campaign and the budget requirements, as well as the
timeline for executing it.
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Chapter 2. Organization
Background/Overview of the Taiwan Alzheimer’s Disease Association (TADA)
TADA is a major organization leading the campaign for Alzheimer’s education, care and
awareness, so understanding it is crucial. In Taiwan, concerns towards the existence, reality, care
and treatment of people with dementia have been largely overlooked by the state organizations, a
fact that has necessitated the involvement of NGO’s. As a critical NGO in Taiwan, TADA has
worked to alleviate the stigma associated with dementia in the nation. This section explores
TADA as an organization, with critical focus on its various operational goals that enable it to
provide help and care to the Taiwanese public that needs it.
a. What is TADA?
The Taiwan Alzheimer’s Disease Association (TADA) is a nonprofit organization that
promotes the prevention, treatment and care of people with dementia in Taiwan. The
organization specifically conducts, combines and supplements the actions of family members
and professionals with the main aim of enhancing the quality of life for people with dementia
and their caregivers.
b. What are Some of the Reasons Behind the Formation of TADA?
TADA was established on September 15, 2002, in response to the rising trend and
growing needs of people with dementia in the country. Through association with various
religious, racial, institutional, and political affiliations, the organization works to improve their
stakeholders’ quality of life, as well as cater to the needs of their caregivers.
c. What are TADA’s Most Notable Accomplishments?
As one of the Taiwan’s largest organizations focused on the study and treatment of
Alzheimer’s, TADA has achieved several notable accomplishments that include:
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2002: The establishment of a toll-free helpline for people with questions and concerns
about dementia, and to report someone who may be suffering from symptoms.
2005: The group officially joined Alzheimer’s Disease International (ADI), a position
that empowers the organization to effectively lead the fight against dementia in the
country.
2005: The establishment of the School of Wisdom for people with dementia in Taipei
2006: Advocated for dementia through the Asia-Pacific Dementia Prevalence Report, a
publication that created public awareness on the condition. Other publications include
five books, videos and series of content on the condition that were translated into five
languages.
2009: Secretary-General Li-Yu Tang was elected an ADI Board Member and this was a
major fete for the organization and recognition of its stellar achievements in educating
the public about dementia.
2009: The groups established a social support center for dementia that gave people with
dementia more access to services and support.
2011: The establishment of the Family of Wisdom, a self-help day care for people with
dementia and their families.
2012: Developed the School of Wisdom with satellites in 27 cities in the country.
d. Affiliations of TADA.
TADA has been a member of Alzheimer’s Disease International (ADI) since 2012.
Family of Wisdom, Taiwan
School of Wisdom, Taiwan

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e. Services Offered by TADA.
Some of the services offered by TADA include:
Toll-free helpline
Family and caregiver support services offered through the organization’s Dementia
Social Support Center, Always Remember You Café and Family of Wisdom.
The development and organization of care resources such as the School of Wisdom
program
Resource publications and information about dementia-related policy advocacy in
Taiwan and the region.
f. TADA’s Administration Structure.
TADA’s administration is an elaborate structure that ensures that the tasks and mission of
the organization are fulfilled. Its leaders include:
1) President- Te-Jen Lai
2) Secretary General- Li-Yu Tang
3) Board members, including several prominent medical and business leaders.
Ming-Jang Chiu: Director of Department of Neurology at National Taiwan
University Hospital; Professor of Department of Neurology at National Taiwan
University
Shu-Lan Chen: Secretary-General of Social Enterprise Development Association
Huei-Yuan Liao: Board Member of Taiwan Association of Senior Citizen’s
Institution

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g. TADA’s Competition.
The Taiwan Catholic Foundation of Alzheimer’s Disease, an organization that has been
very successful at fundraising and raising public awareness.
Organizational Goals of the Taiwan Alzheimer’s Disease Association (TADA)
TADA’s major goals include:
a. Elevating the organization’s role in raising awareness of the prevention and treatment
of dementia.
b. Developing strategies to improve the quality, development and organization of
dementia care.
c. Developing approaches in family and caregiver support services for people with
dementia.
d. Leveraging participation and cooperation with international organizations such as
Alzheimer’s Disease International (ADI).
e. Making strides with demonstrated results in the promotion, facilitation and publishing
of research and studies on Alzheimer’s Disease.
f. Engaging with the government for the promotion of the rights and interests of people
with dementia and their families.

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Chapter 3. Statement of Problem
This section introduces the readers to the critical issues that TADA faces in its fight
against dementia in Taiwan. Since dementia is a prevalent and growing issue in the country,
creating publicity or sensitizing the public to its existence has been a critical goal for TADA and
various other organizations that focus on dementia. Thus, this section delves into more detail on
the major challenges that TADA faces in the Taiwanese market.
Prevalence of the Stigma of Dementia in Taiwan
Just as in many other Asian countries, a significant portion of senior citizens in Taiwan,
suffer from dementia, and the number has been rising over the past 20 years. According to a
survey that was conducted by TADA and the DOH, as of 2012, at least 130,000 seniors had
dementia, and the pattern was rising compared to past decades (Focus Taiwan 2013). Several
epidemiology studies reveal that the prevalence of dementia in adults aged 65 years and above in
the country is between 1.7 percent and 4.3 percent (Fu & Wang 2008). Statistics reveal that as
the pattern progresses further, the amount of people suffering from dementia, including
Alzheimer’s Disease, will grow rapidly over the next 20 years. According to surveys and studies
carried out by TADA, at least 75 percent of individuals suffering from dementia feel that their
condition has been stigmatized by the general public, a finding that is not only worrying but
alarming (TADA). Further studies show that at least 40 percent of people with dementia report
that they have been treated in a negative way because of their condition (TADA). These statistics
reveal that for people living with dementia, the stigma is an unfortunate reality and has created a
situation where people with a condition suffer from social exclusion; moreover, those who
might be suffering may be afraid to seek help for fear of becoming stigmatized. This has led to
the practice of family members hiding their loved ones from the public eye for fear of them
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being labeled senile; they have become marginalized and depersonalized, and there is a lack of
sympathy for people with dementia.
Why is This Happening?
While it is unlikely that there is any single source from which this stigma developed, this
campaign planning model recognizes two major causes that likely contributed: poor
representation in the media and low levels of public understanding about the condition. In
Taiwan, the mass media often portray people suffering from Alzheimer’s in a biased manner.
And, because the media is a major source of information regarding various aspects of society, in
this central role, they are able to shape public opinion. In the author’s opinion, the media in have
been at the forefront of promoting stigma associated with dementia through various unflattering
and stereotypical representations of people with the condition. Often, media reports on dementia
are laced with words such as the condition being a “ticking time bomb,” “tsunami” and “worse
than death,” among other phrases (Loo; Bloomberg News 2014). These representations have
created a blame-panic perception of dementia, which has become more prevalent across society,
and affects those diagnosed with the condition as well as their families.
While the symptoms of dementia are negative, some of the most dominant symptoms, --
such as lack of language skills, hallucinations, slow reactions among others -- have elicited
various reactions from the society. In Taiwan, the condition, which is associated with aging, has
been connected to metaphysical and spiritual beliefs that tend to further fuel the stigma around
dementia by characterizing it as a social phenomenon. For example, people with Alzheimer’s
may exhibit typical physical symptoms, like repetitive and slow behavior, which are a reality for
them but expose them to harsh reactions from society. Some of the major causes of stigma
toward dementia can be directly linked to low levels of understanding about the condition, as
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people tend to avoid others with the condition (Ando et.al 2013). In such instances, people who
do not understand the condition are biased against it, thus further reinforcing the stigma around
the condition and the people suffering from it.

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Chapter 4. Methods
In the past 20 years, literature on dementia has developed as studies have shown the
reality of the situation in Taiwan as a society and country. This chapter explores findings on
dementia, with a critical focus on the prevalence of the condition and the societal stigma
associated with it, particularly in Taiwan. This section summarizes results collected through an
analysis of literature on dementia as secondary research, as well as interviews with Secretary-
General Li-Yu Tang as primary research.
Secondary Research
This section presents data collected through an examination of literature on dementia in
Taiwan and the greater Asia region. The literature that is included in the campaign planning
model was collected by searching online repositories and journal sites such as Google Scholar
and USC Libraries. Additionally, Google search engines were used to explore recent articles and
websites such as TADA that are at the core of the study. The main keywords that were applied
include “dementia in Taiwan,” “the prevalence of dementia,” “the Taiwan Alzheimer’s Disease
Association (TADA),” among others. These keywords, which were further filtered to cover both
relevance and the period from 2000 – 2017, enabled the campaign to identify critical information
to the topic. Thus, the literature featured in this section explore various issues related to dementia,
such as the prevalence of the condition, the media representations of dementia and the stigma
associated with it.
I. Prevalence
Global studies in dementia reveal that the condition is increasing in prevalence as
populations continue aging in the developed world and most societies develop more awareness
and recognition of the condition. While a major cause for the inclination of statistics could be
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related to greater awareness of the condition’s growing prevalence, the abundance of modern
strategies of evaluation, diagnosis and analysis also could be a major factor in the increase in
literature. In the world today, society in general may be more aware of the condition as work is
done towards making the lives of older generations more comfortable, easier and of higher
quality. The situation is no different in Taiwan, where multiple studies reveal that the prevalence
of dementia is between 1.7 percent and 4.3 percent in adults ages 65 and above (Fuh & Wang
2008). According to various studies, the most common cause of dementia is Alzheimer’s disease,
whose probability increases with age (Wang et.al 2000). (See Appendix B: Other Facts of
Dementia for more information)
II. Media Representations of Dementia and Stigma
Studies reveal that in the various portrayals of dementia influence public attitudes on the
condition and this has a direct impact on those living with the illness. A major consequence of
media’s negative or unflattering representations of dementia is that the people living with the
condition have been isolated and ostracized, as friends and family members are ashamed of their
loved ones’ condition.
A major cause of public stigma toward dementia is because most people have little
knowledge of the condition (Lee 2012). Due to a lack of accurate information on the condition,
most people with dementia fail to seek help until it is too late and their condition has worsened.
Researchers have shown that in the Taiwanese society, a major path towards achieving education
and overcoming stigma is through greater public awareness of the condition. For instance, a
direct impact of stigma is that most people fail to report the occurrence of the problem, leading to
the persistence of dementia-related symptoms. In theory, the media, beyond informing and
entertaining the public, has an obligation to educate the public on various social phenomena.
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However, in Taiwan, the media has neglected this crucial role through an utter avoidance or
misrepresentation of the condition, which effectively intensifies the effects of stigma.
Organizations such as Alzheimer’s Disease International (ADI) have recognized this
reality in societies like Taiwan, and have responded by they have introducing initiatives such as
the Dementia Friends campaigns. These strategies have been a reaction to the high levels of
stigma in the Taiwanese society towards people with dementia by helping create awareness
through inclusion and cooperation. Such initiatives, in essence, help empower people towards
accepting dementia as a means of overcoming stigma. One of the most dominant media
representations of unbiased approaches towards dementia was seen in articles that used the word
“idiotic” to describe people with dementia. For example, an article in Bloomberg News featured
events that transpired after psychiatry professionals sought to change the Chinese designation for
dementia. In the Chinese language, the word dementia is translated to mean “idiotic” and “insane”
and it seems possible that such designations greatly contribute to the development of stigma
(Bloomberg News 2014). The literal translation and use of such a designation essentially means
that dementia patients are taken to be stupid and mentally ill, and this amplifies stigma around
the issue. Thus, in order to create awareness and override such permeating instances of stigma
related to dementia, it is critical for organizations such as TADA to engage in public awareness
campaigns to offset the evident societal demonstrations of stigma.
For instance, studies show that the media and literature in Taiwan are more inclined to
focus on the more physically apparent symptoms of dementia, such as patients suffering
incontinence or getting lost (Chen 2015). This focus on dementia overlooks certain facts, such as
how early diagnoses greatly increase the chances of salvaging and stemming the advancement of
the condition. However, biased coverage focusing on these instances of dementia allows the
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media to play a significant role in undermining accurate awareness of the condition and
indirectly creates a situation where the public regards dementia with as much esteem as death
and senility. The Taiwan media is one platform through which terms translated as “dumb head”
and “erratic old man” are used to refer to people with Alzheimer’s and this reinforces stigma
directed towards people with the condition and their families.
III. Older Adults as Represented and Constructed in Taiwanese Media
In most parts of the world today, especially in the West, aging has been negatively
perceived as a stage that one should delay if not avoid at all costs. Through various strategies that
promote of youthfulness and slogans such as “forever young,” the world has grown to develop
negative attitudes towards old age. This reality has not escaped the society in Taiwan, which has
whole-heartedly adopted global standards and attitudes towards age. Thus, older people are
represented as weak or mentally retarded – portrayals that lower their status in society.
Primary Research
Beyond secondary data, this plan also relies on primary data that was collected mainly
through interviews with a significant member of TADA, Secretary-General Li-Yu Tang. The
strategy for the collection of data was an in-person interview that enabled the researcher to ask
various questions, both open-ended and closed, that the interviewee addressed during the session.
The face-to-face interview, which was conducted on January 5, 2017, took approximately two
hours, and helped gain essential information on TADA’s activities in Taiwan and abroad. The
interview provided a great background to the study, as the secondary data corroborated the
primary data collected in the study. The interview was elementary to the study, as it exposed
critical data on the real situation behind dementia in Taiwan, as well as the efforts that have been
done by TADA to mitigate them. This section thus presents a summary of the findings that the
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researcher discovered throughout primary research efforts. A copy of the discussion guide is
provided in Appendix C.
I. Prevalence of Dementia in Taiwan
The interview with Secretary-General Li-Yu Tang revealed that indeed, dementia is a
prevalent condition in Taiwan, as this was a major goal for the organization’s research
department. In the interview, the respondent showed that as a major organization focusing on
dementia in the country, TADA has undertaken studies to examine the prevalence of the
condition. The Secretary-General informed the interviewer that through research, she could
confidently estimate the number of patients in the country with Alzheimer’s. According to the
findings, the prevalence of dementia in Taiwan is estimated to be between 1.7 percent and 4.3
percent among adults who are aged 60 years old and above. She stated that through TADA’s
study, which was conducted over a period of more than three years, the organization has
supplemented findings on the condition, which have served to increase awareness and
knowledge on the condition. This approach by TADA has united both private and public
organizations, in ways that have positioned the organization as critical in the fight against
dementia and the stigma associated with it in the country.
II. Media Advocacy for Dementia
In the interview, a major discovery was TADA’s critical role in conducting policy
advocacy in Taiwan, given its position as a leading organization committed to the fight against
dementia. While there are other organizations in the country, such as the Taiwan Catholic
Foundation of Alzheimer’s Disease and Related Dementia, TADA has been dedicated to
advocacy that has raised greater awareness of dementia. Through various affiliations and
associations, this role has been further facilitated. According to the Secretary-General of TADA,
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she has, as a member of the World Dementia Council (WDC), managed to put Taiwan on the
global stage with new connections that draw public attention and support. For instance, through
its membership in the WDC, TADA has been made more accessible to the world, which has
aided in the fight against dementia by portraying the disease in new light, especially in the media.
In the interview, the Secretary-General recognized that media promotion was a welcome
communications platform for TADA to voice its message and create more public awareness.
She recalled a particular event that demonstrated the role of the media in shaping opinions
towards dementia in the public sphere. In her recollection, the news had featured a 90-year-old-
woman who had a confrontation with her grandson after she had gone contrary to his wishes and
pulled up flowers in the garden. The event, which had attracted a lot of fury on the internet,
revealed the influential role of the media as well as the need to generate more awareness on
dementia as an issue. While responding to the news event, TADA commented that society, as
seen through the interaction between the old woman and her grandson, deserves to be sensitized
on dementia to ensure that such events are avoided. According to TADA, societal compassion
needs to be established on the tenets of peace and love, as the organization aims to achieve a
more dementia-friendly society as its the goal. Thus, an effective communications campaign is
critical as it ensures that the media and the public can finally access a news event that is not only
specifically tailored for the public, but also one that manages to serve a positive purpose as a tool
for advocacy.
III. Partnerships and Advocacy
Until recently, public awareness of dementia has grown slowly, as the public has been
made more aware of the condition and its prevalence in the country. A major demographic that
TADA has approached and made part of the fight against stigmatization of the condition is
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family members of patients, who have been critical in increasing knowledge about the condition
(Liou 2013). By including family members, TADA has managed to ensure that the campaigning
against the condition is more inclusive of the support systems. Ultimately, this approach lays a
cooperative framework for interaction between the community and organizations leading the
camping for greater awareness and education.
In interview, the Secretary-General said that TADA has communicated that family
members are critical to the fight against dementia, as their personal experiences are more
revealing of the realities of dementia in the community, and this makes them great partners.
Currently, TADA hosts seminars for family members in popular establishments such as
Starbucks and Mr. Brown Café in Taipei, where the families meet and share their experiences on
living with their loved ones’ condition. Through such interactions that encourage sharing, the
organization not only initiates dialogue on dementia but also provides a form of therapy for
family members who can identify with one another and thus empower each other through their
unique stories. While such seminars tend to be impromptu and not yet regularly scheduled, they
have played a critical role in ensuring that dementia is repositioned less as a “phenomenon” and
more of a common problem. Ultimately, this grassroots approach is the first step in the fight
against a broad societal stigma toward Alzheimer’s that in the recent past was more focused on
the shame and fear of the condition. Essentially, most of the affected families in Taipei and other
cities have been fighting against the stigma by bringing forth their relatives suffering from the
condition.
The interview also revealed that in recent years, TADA has worked with several
international organizations, such as Alzheimer’s Disease International (ADI), an organization
through which Taiwan dementia programs have benefited from input from other nations. With a
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member base of around 23 members, the World Dementia Council (WDC) also has helped
TADA create meaningful connections and provide technical and physical resources. The
Dementia Alliance International (DAI) stands for the advocacy of dementia patient rights;
TADA translated their texts into Chinese to facilitate the needs of elder adults that the society
owes to patients suffering from the condition. Furthermore, through such alliances, the
organization has been able to secure subsidies as well as insurance company reimbursements in a
way that has advanced patient privileges.
Despite these partnerships, the Secretary-General said the most pivotal partner that
TADA would benefit from securing is the government.
According to various literature, care homes are a welcome alternative to the traditional,
strenuous home care environment, where most caregivers felt that they were not fully equipped
to deal with dementia patients (Chiu 2001). TADA has responded to this demand through the
establishment of the School of Wisdom, the Family of Wisdom and the Social Support Center for
Dementia, institutions that have enabled the more effective management of dementia. Through
these centers, TADA has created valuable help and support systems for people with dementia in
Taiwan and their loved ones, especially those who are less equipped to deal with the condition in
their homes.
IV. TADA and the Government
One major partner that TADA has been working towards partnering with is the
government. After carrying out research on the prevalence of dementia in Taiwan, TADA sent its
published handbooks to different county and city governments, as well as to Taiwan’s Social
Affairs Bureau and the Department of Health. As an organization working towards a dementia-
friendly community, partnership with the government is critical as it would ensure that the
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institution is able to access the necessary funds and support to activate and supplement its
processes. Such a partnership would ultimately ensure that TADA is able to achieve its main
goals in eliminating stigma, a fact that can only be realized through support and help. Thus,
through an effective anti-stigma communications campaign, TADA could finally show that
dementia is a serious issue in the Taiwanese society, a fact that would motivate the government
to become more involved in the issue. A successful campaign would attract a lot of media
attention that would highlight and accurately characterize the condition and patients with
dementia, and this would encourage the government to react by offering support for the cause.

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Chapter 5. SWOT Analysis
As an organization dedicated to the fight against stigma against dementia in the
Taiwanese society, TADA has been successful in various research, communications and
advocacy efforts that have positioned it as a dominant organization in this space. This section
provides background information and lists the various strengths and weaknesses of TADA –
factors that will hopefully shed more light on the Strategic Implications of a possible
communications campaign to support its primary mission, and how such a campaign could work
in Taiwan. Essentially, through the various critical elements and features of the organization, the
section hopes to show how the campaign would work to the strengths of TADA.
Strengths
TADA is the leading and most recognized non-governmental organization in Taiwan that
promotes the treatment, prevention and care of patients and families with dementia. This
leadership status is critical; as is the most dominant organization in the country dedicated to the
fight against dementia and its dire impacts, it enjoys a position of authority and credibility that
will be beneficial whenever its name is associated with communications efforts. Reinforcing its
recognition as the leading organization in dementia is the fact that it has initiated various centers
to directly aid patients and their families, it created and owns the most up-to-date and
comprehensive data set on incidence of dementia in the country and it continues to represent
Taiwan on the global scale.
1. Credibility
Dementia, as a medically recognized problem, has necessitated the involvement of many
organizations that have played a role in highlighting its seriousness, effects and means of
managing it. While there are various active organizations in Taiwan, TADA boasts the largest
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board of professionals and leaders in the medical field. Its board of directors, as well as the
managers of the organization, are recognized and acclaimed professionals from various fields in
healthcare, which affirms the institution’s credibility in dealing with dementia. TADA’s expert
membership includes respected physicians, nurses, social workers, psychologists, occupational
therapists, architects and lawyers who have helped the organization progress toward achieving its
goals and purposes.
2. Recognition
TADA is the country’s most highly recognized organization that provides services and
support for dementia. Through its membership with ADI and other international organizations
dedicated to Alzheimer’s and dementia, TADA is arguably the most recognized institution for
dementia in the country. This recognition has enabled the organization to collaborate with the
Ministry of Education, Department of Health, and Taiwan’s Social Affairs Bureau to encourage
creation of a more dementia-friendly community.
3. International and Local Connections
While Taiwan has other prominent national organizations that are well-equipped and
well-funded in the fight against dementia, such as the Taiwan Catholic Foundation of
Alzheimer’s Disease and Related Dementia, a major distinction for TADA is its connection to
international organizations that include the ADI and the DAI. Additionally, through the
cooperation and connection to at least 30 NGO’s, the organization has managed to create local
connections that have helped asserted its local-area dominance.
4. A Good Relationship with the Government
Throughout Taipei and across the country, TADA has managed to establish local
connections with government and ministry offices that ensure TADA continues to operate
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without any opposition or hindrance. This relationship with the government has given TADA a
central position as it advises and consults with the government on dementia-related matters,
provides its research findings and solicits support for various causes of dementia. Furthermore,
as the most pivotal non-governmental organization on dementia in the country, TADA has acted
as a go-between between the government and other NGO’s in the country, as the good
relationship has fostered cooperation and unity between the two factions for the better of
Taiwanese society.
5. Volunteer Training Program
Behind every cause, the effective participation of volunteers is critical because it ensures
that causes have access to various specialists with skills that may not be replicated or enhanced
through any other means. TADA’s volunteer training program has been instrumental in ensuring
that the organization accesses critical services of caregivers that have provided necessary
services to elderly generations (Chiou et.al. 2005). The participation and involvement of huge
numbers of volunteers ultimately is a major strength for the institution.
6. Research and Advocacy Policy
TADA has earned its esteemed place through its strategic involvement in research
endeavors. The most dominant input from TADA’s research has been the exploration of the
prevalence of dementia in the country, especially concerning Alzheimer’s. Through frequent
collection of novel studies and reports that are updated every two years, TADA has ensured that
lack of sufficient knowledge is not an impediment to the provision of services in the fight against
dementia.

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Weaknesses
1. Insufficient Funding
A major weakness for TADA is the lack of sufficient funding, as the fight against
dementia has been costly for the organization that has been at the forefront. Securing funding has
been a huge disadvantage for TADA, as the organization has no fixed source of funding.
Currently, TADA relies on donations from small, private and international donors, as well as
subsidies from the government that supplement its funding needs, but these have been
insufficient and not always reliable. A major impact of this reality is the emerging and frequent
need for fundraising. Through various actions, such as the sharing of resources with other
organizations and the creation of supplementary material for campaigns, TADA has been
strained for funds, and this shifts organizational resources that might be otherwise used to
effectively continue furthering its mission.
2. High Turnover Rates
Another major internal weakness is the instability of human resources. Currently, TADA
is overwhelmed by the demand for its many services and resources as the public becomes more
aware of its role in fighting dementia. The higher demand has strained organizational resources,
a reality that has been acutely experienced in the organization. Since Taiwan is an aging society
and its elderly population is larger than the younger ones, fewer young people are entering into
social work and the related fields upon which TADA relies. For instance, the organization has
experienced huge turnover as young employees and experts work for limited lengths of time,
after which they leave the organization. The drain of talent and skills has thus become a major
problem for TADA, as lack of sufficient support has undermined the execution and completion
of critical program activities.
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Opportunities
1. People are More Health Conscious
A major opportunity for TADA is the fact that the world in general and people in Taiwan
specifically are slowly becoming more health conscious, a reality that might be tapped to inspire
support for dementia research. Through the actions of TADA and other organizations dedicated
to dementia in Taiwan, the society is gradually gaining more awareness. This positive trend,
which is coupled by a worldwide shift towards healthier living, is a major opportunity for TADA
to capitalize on the changed hearts and minds of the people of Taiwan. According to TADA’s
president, Ming-Jang Chiu, the easiest way to garner support for the cause is through
encouraging the direct involvement of the public in various courses of the organization, such as
fundraisers and donation campaigns. Ultimately, as more people feel that they need to give and
offer their help directly, the eradication of the stigma of dementia may finally be realized.
2. Appeal
As a non-governmental organization dedicated to dementia, TADA has gained a
reputation in the country as a positive influence, especially where the affairs of the elderly are
concerned. Coupled with the all-inclusive policies of TADA, which does not discriminate against
religion or other social factors such as class and race, the organization has major appeal. This
represents a major opportunity for TADA to finally become the lead organization for elderly
affairs in Taiwan. Furthermore, the company’s effective and established governance structure
through its leadership and professional board of directors has generally made TADA a trusted
organization. Ultimately, TADA’s positive appeal can be used to garner and secure public
support and loyalty.

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3. International Connections
As an active organization, TADA has been recognized by countless international
organizations, such as Alzheimer’s Disease International (ADI), the World Dementia Council
(WDC) and Dementia Alliance International (DAI) – organizations that have helped to put
Taiwan on the map. As an organization dedicated to creating a dementia-friendly society, TADA
has drawn international support for Taiwan through technical and resource support. The
membership and connection to major organizations and events has thus given TADA access to
new knowledge and revolutionary discoveries in dementia diagnosis, treatment and management
(Lin et.al. 2005). These international connections are a major opportunity for TADA; if it can
intensify its active participation in international events, it can exchange information that would
work towards making the world more dementia-friendly.
Threats
1. Competition
Just like other industries and organizations, the healthcare services industry in Taiwan
has other players also engaging in activities dedicated towards the eradication of dementia. A
major competitor to TADA is the Taiwan Catholic Foundation of Alzheimer’s Disease (TCFAD)
that has been prominent in advancing advocacy for the cause of dementia. For instance, TCFAD
has managed to propose policy changes through its creation of videos that are designed for the
promotion of public awareness on dementia and raising much-needed funds to aid their cause.
Their production entitled “Amani” is popular among kids, as the cartoon has attracted attention
to its cause and actions. Thus, through this dominant and powerful use of the media, TCFAD has
achieved fetes that have made it a major threat to TADA.

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2. Brand Confusion
Through the involvement of various non-governmental organizations focused on
dementia, a resulting and unfortunate threat has been brand confusion, as most institutions
conduct activities that mirror those of TADA. To the general public, campaigns for dementia are
perceived to be collective and done by a singular organization, and such perception has created
confusion in the public. For instance, according to the President of TADA, a few months ago, a
media report wrongfully attributed the formation of the School of Wisdom to another
organization and this was a major threat to TADA’s reputation. Since TADA is undermined in its
ability to vet press releases, such occurrences are a major threat.
3. Stigma Toward Dementia
A major threat for TADA, however, is the stigma toward dementia in Taiwan that has
been demonstrated by society’s failure to respond to the various challenges posed by the
condition to its aging population (Batsch 2012). In Taiwanese society, dementia is still a largely
ignored issue, as most people dismiss its condition as madness and witchcraft. Because of such
stigma, elderly persons with the condition are either ostracized, hidden or neglected by their
families and members of the society. This reality, coupled by an overt social misconception on
the condition as seen through by media reports, has led to uninformed and negative perceptions
of the condition. Since its conception, TADA has moved towards creating more awareness on the
condition but the fact of the matter is that the journey is far from finished. Ultimately, the social
stigma related to dementia continues to be a major threat to TADA and its core mission and
goals.

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Chapter 6: Communication Goals
This campaign seeks to communicate and promote advocacy for dementia and against the
stigma associated with it. Thus, some of the communication goals that would be expected in the
campaign are those that gain more partnerships, and reach the public and the media.
Promote TADA’s Brand Recognition
A major campaign communication goal is for TADA to become more recognizable in the
public as a major organization dedicated to dementia awareness. This would be a significant
accomplishment for the organization, as the campaign would not only present a platform for
advocacy but also a channel through which it could become more popular. Thus, TADA’s
increased brand awareness would be a positive outcome for the organization.
Promote Greater Accurate Dementia Awareness in the Public
The communication strategies, executed through media messages and advertising, would
be expected to ultimately make the public more aware about dementia as a major condition.
After the campaign, local businesses would be made more aware about the need to make their
services more accessible and conducive for people with dementia, while the local government in
Taipei and other cities in Taiwan would finally recognize that they need to treat dementia as a
serious condition. Additionally, caregivers and families of people with the condition would be
further informed of current approaches towards dementia care and in the long term, this would
ensure that they are more knowledgeable on helping loved ones with the condition.
Eradicate Societal Stigma Toward Dementia
Through the various communication strategies that would be directed at helping the
public gain more knowledge on dementia, the eradication of stigma toward dementia would be a
major goal. For instance, through the educational strategies that will be used in the campaign, the
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public would gain more insight into dementia as a condition; with increased knowledge comes a
greater understanding of the condition’s effects. For instance, the public would learn that
dementia is not necessarily a shameful disease as it affects the people closest to them. Such
understanding would then have a positive impact on increasing compassion and ultimately
leading to the eradication of insensitivity towards dementia.
Partnership Development
Another goal of the communication plan would also include the development of
partnerships with other groups such as the government, and international and local non-
governmental organizations. A major goal of the campaign would be the eradication of stigma
and while the initiative would be started by TADA, the organization ultimately does not have the
power to accomplish its goals fully. Thus, through communication channels such as the media,
advertising and interviews, TADA will introduce its partners and this will provide for more
credibility, involvement and recognition of partnerships. In the long term, the role of partnerships
cannot be underestimated in the fight against dementia, as it is a viable path through which the
society can learn more dementia.

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Chapter 7. Objectives
The major objectives for the campaign include the following:
By the first quarter of 2018, there will be a 50 percent increase in the subscriptions to
TADA’s publications, products and services associated with the campaign in Taipei.
By June 15, 2018, there will be an increase in donations to TADA’s care homes for
dementia patients.
After six months of the campaign, the number of people who access the toll-free helpline
will increase by at least 150 percent.
In the next one-year period, TADA will secure at least 2-3 new partners, both local and
international, who will help the organization advance its goals and missions.
By 2020, the city of Taipei and Taiwan in general will be elevated on the world’s
dementia-friendly index, as there will be more acceptance and sensitivity towards people
with dementia in society.

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Chapter 8. Key Audiences
People Currently Suffering from Dementia
The public will be a key audience for the campaign as it includes patients and their
families, two demographics that would have the most significant impact on the campaign’s
outcome. Studies reveal that dementia is truly prevalent in the country, despite the fact that the
public dismisses the problem as mere symptoms of old age. A major commonality in most
literature on dementia, therefore, is that the prevalence of dementia increases with age despite the
differences in ethnicity and other factors. Thus, a major demographic that TADA has approached
and made part of the fight against stigma is family members of patients who have been critical in
increasing knowledge on the condition. Through the inclusion of family members, TADA has
managed to ensure that the campaign against the condition is more inclusive of societal support
systems. Ultimately, their involvement leads to a cooperative framework for interaction between
the community and organizations, leading the campaign for awareness and education.
Volunteers and Caregivers
Behind every cause, the use and participation of volunteers is critical as it ensures access
to various specialists with skills that cannot be replicated or enhanced through any other means.
For TADA, its volunteer training program has been instrumental in ensuring that the
organization provides critical needs and services to caregivers who provide necessary services to
elderly generations. Most of these volunteers essentially become central to the organization’s
staff as they are engaged with the day-to-day events of the company. For example, through the
School of Wisdom, volunteers play a dominant role in encouraging and initiating elderly activity,
and enjoy interacting with the members in the homes. Thus in the campaigns, potential
volunteers to the cause will be sought out, as they are a major strength for the organization.
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Another critical audience for the campaign is the caregivers who are involved in the care
homes that provide essential assistance to people with dementia. Given their participation in
TADA’s School of Wisdom, Family of Wisdom and the Social Support Center for Dementia --
institutions that have enabled society to manage dementia effectively -- the caregivers will be
sought out to ensure that they are part of the discussion. Through these volunteers in the centers,
TADA has managed to create help and support systems for people with dementia in Taiwan,
especially those who are less equipped to deal with the condition at home (Fuh & Wang 2008).
Therefore, caregivers will be an essential audience for the campaign.
International Dementia Organizations
A significant international organization that has helped TADA to represent Taiwan
effectively on the international scale is Alzheimer’s Dementia International (ADI). ADI has
become TADA’s main connection to the international community, as it has enabled the
organization to access critical resources. Through ADI, TADA has gained recognition on the
international scale, helping the organization gain more authority in engagement and interaction
with other dementia organizations, both local and international. Thus, ADI’s members will be a
critical audience for the campaign, as it would demonstrate TADA’s dedication to the cause of
dementia and facilitate future intentions of alliance and cooperation.
The Taiwanese Government
Another critical audience for the campaign would be the government in Taiwan, at the
city (mayoral), provincial and national levels. Through the campaign, which will highlight the
plight of elderly citizens in the country, Taiwan officials would be notified of the arising issues
that have become most critical to the lives of a significant demographic. Thus, the campaign will
serve as a platform for dialogue with government leaders, who will hopefully realize that there is
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a lot of support for dementia in the public. The communication will thus aim to solicit support
for TADA’s missions and goals from the government since this partnership will benefit the
greater public in the long-term. Furthermore, by communicating to the mayors of cities like
Taipei, governors and government officials, the cause will gain awareness, logistical and
financial support that will ultimately contribute to the success of the campaign’s mission.
The Media
Another critical audience for the campaign is the media, which has played a significant
role in shaping the debate around dementia in the country (Loo; Bloomberg News 2014). Studies
reveal that in society today, the various portrayals of dementia formulate public attitudes on the
condition and this has a direct impact on those living with the illness (Lee 2012). According to
TADA, the media in Taiwan are more inclined towards focusing on the most dominant negative
symptoms of dementia, such as people experiencing incontinence or getting lost, and it is for this
reason that they should be targeted as a critical audience. The campaign will aim to provide the
media with a new outlook and perspective on dementia in a way that will enable them to cover
and report on issues of dementia with more sensitivity and care.
Local Businesses
Finally, another critical audience for the campaign is local businesses, which are
significant to the elderly in Taiwan. Beyond care centers, the elderly also frequent local stores
and businesses for their everyday needs. Thus, communicating to these businesses is of critical
importance. For example, through the campaign, local business leaders will be informed of the
needs of people with dementia and when they receive this knowledge, they can make their
businesses and services more accessible for the elderly. Furthermore, business leaders, as part of
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the community, are always ready to help their customers, and by being included in the debate,
they can positively chip in as agents of change.
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Chapter 9. Key Messages
Dementia is Common and Can be Managed
A major message that will be communicated to the public, and especially people living
with dementia and their families, is that dementia as a condition can not only be managed, but
also be viewed positively. This is a critical message for the public, as it would ensure that the
stigma around the subject is alleviated when people have with more information about how to
effectively manage the disease.
To the families of people with dementia, the major messages will be communicated
beyond TADA’s traditional seminars that are used to give families and people with dementia a
voice. Thus, the campaign will be used another platform that will help them further this goal.
Ultimately, the campaign aims to enlighten the public on the condition in the hope that the
information will positively impact their acceptance of the various paths of treatment and care.
This message will help TADA to empower the families of people with dementia in managing the
condition dementia.
Dementia is Prevalent in Taiwan
Since the public customarily demonstrates negative bias towards dementia due to the lack
of sufficient education, various promotional strategies would ensure that the condition is
expounded upon for the public. Through educational messages, the campaign would be able to
reach various audiences and a larger demographic. Educational events will further be a major
communications strategy and tactic for the campaign, coupled with advertisements. By educating
the public through messages in collaboration with the government, the public will be more
empowered with the information they require to better understand and appreciate the condition.

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Stigma Around Dementia Can be Solved Through Partnership/Collaboration
Another critical message from the campaign will also be the fact that partnership is
essential for the success of the campaign. This goes beyond family members and people with
dementia; the campaign would also reach other parties, such as the government and other
dementia organizations. The involvement of these groups would facilitate inclusivity and the
creation of a partnership that would help the positive development of Taiwan as a dementia-
friendly nation. The campaign message would thus ensure that all partners realize their
importance to the mission, which would directly influence their dedication to the cause.
Furthermore, the message would help TADA to communicate that a society established on peace
and love can be conducive for dementia if all partners, from families to the general public, would
work together. On another level, because dementia patients currently tend to be hidden away,
isolated and marginalized, this theme of inclusivity reinforces how there need be no shame
associated with the condition. A collaborative approach that involves the family, caregivers,
resources like TADA’s programs, the government, and the patients themselves is ideal for
managing the burden of dementia care.

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Chapter 10: Strategies
To conduct the campaign effectively, a number of communications strategies, executed
through tactics that are detailed later, would increase the campaign’s chances for success. These
strategic approaches would include:
Creating a Special Educational Fundraising Event to Increase Awareness and A
Sense of Urgency Around the Issue of Dementia
For the campaign to be successful, there would be a need to bring together people who
are sympathetic towards the cause and these events can be good grounds for fundraising. Thus,
holding a fundraising event that would attract people in the community, including point persons
such as leaders, as well as the public in its entirety, would form a great platform for sensitization
of the public on the cause of dementia. Thus, such an event would be held at the various
dementia care centers in Taipei and other cities, from whence the public would be brought
together and educated on dementia.
Involving the Community and Local Business Leaders
To promote the event effectively, especially in the area around Taipei, a major strategy
would include working with the local community and businesses that would be involved,
including dementia-friendly stores, transportation companies, hotel franchises and student unions.
Involving these parties and these channels, would allow the event to gain more access to
additional marketing channels and connections.
Adopting a Community Approach to Working Collaboratively with Stakeholders
Although the event aims to cater for the society in general, the most critical point to
remember is that key stakeholders need to be involved in the planning. The inclusion of all the
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various stakeholders will have the effect of encouraging each party to dedicate themselves to the
cause most effectively.
Taking a community approach includes involving the local businesses in Taipei and
Taiwan, as well as adults in these areas, as well as patients, caregivers, professionals, and
organizationst hat provide funding. Throughout the campaign, this “community” must be top of
mind, as its members are its major beneficiaries.
Officials in the Taipei city government are another critical stakeholder in the dementia
campaign, as their involvement will help facilitate various physical resources. For instance, the
activities related to the fundraiser would require logistics that need to be facilitated by the local
jurisdiction, such as poster permits and event permits for a street march. By considering the
government a critical stakeholder, there is the opportunity to build connections and position
TADA as an important resource that might address the interests and rights of people with
dementia.
Caregivers are another critical group of stakeholders; their inclusion guarantees support
from within the industry. Essentially, the involvement of caregivers in certain hospital or welfare
groups will enable the campaign to generate more awareness on the issue as they interact with
family members and patients on a daily basis.
Finally, family members are an important stakeholder group for the campaign as their
involvement is the most critical. These family members form the basic structure of the patient’s
support system in society, and thus winning them over is a major goal and opportunity for the
campaign. Through various approaches, such as sensitization through the media, and direct
contact and sensitization when they visit or take their family members to the care centers, the
campaign will aim to capture the largest base of support. Ultimately, working with family,
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caregivers and the government will inspire the feeling in them that society in general recognizes
their value and this creates ownership.
Leveraging Leaders of the Committee to Elevate Credibility
For the campaign to be successful there would be the need to promote TADA’s leaders,
who are the best ambassadors for the cause. This strategy will serve the purposes of
acknowledging their involvement and dedication to the cause while further building credibility
for the campaign. Promoting their involvement would include participating in media interviews
on local television and radio channels. Additionally, through proper event platforms, these
leaders would also get time to advocate their cause in the public. Such exposure would be a form
of recognition for their involvement and ultimately, this will encourage others’ participation and
dedication.

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Chapter 11: Tactics
Create an Educational Launch Event for the Campaign
Before starting the campaign, educating the public would be critical. Thus, through the
media as a major channel for education, the campaign would sensitize the people on the opening
event for the campaign. Through liaising with the local administration such as mayors, the
people would be called to the Taipei city grounds for a rally that would aim to sensitize the
public on the issue. In addition to the media, Taipei would be a showground for campaigners
who would walk the streets and neighborhoods on a week-long venture as they sensitize the
public on the event. At the end of the week, an educational event that would feature local leaders
and other players would create a platform where TADA would educate the public on dementia.
Ultimately, all tactics would be aimed at creating awareness among the public on the dementia
issues and thus calling for support to the cause.
Initiate a Popularizing Campaign for Ongoing Events
Beyond the launch event, ongoing campaign events such as the educational week and the
media adverts would form a secondary channel for promotion and would more overtly be tied to
the campaign. For instance, promoting the Walk-In Clinics for Dementia in Taiwan would create
more news around the major campaign as reports would be connected to the expected events.
This would include talks with elders, their families and the youth who are initiative’s
ambassadors in the community at least weekly.
Furthermore, by promoting various ongoing events, the public will be made more aware
of TADA’s actions, and this would create more traction for the organization and its campaign.
Some of the approaches, especially in Taipei, would include drive-by advertising, whereby buses
and other automobiles would feature promotional wraps or signage that communicate
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information about ongoing events. This tactic would enable the campaign to efficiently inform
more people about the various engagements being undertaken by TADA.
Conduct Interviews and Release Press Statements
Interviewing as a tactic should be coupled with the release of press statements that aim to
inform the media of impending events and the campaign as a whole. Releasing press statements
would be critical to the campaign to gain the media as a partner. Through the press statements,
the most essential and detailed activities around the campaign would be promoted and the public
in both Taipei and its environs would be informed more effectively.
In media interviews, representatives of TADA would promote various ongoing events for
the purpose of sensitizing the public. In the long term, this approach would serve to elevate the
campaign’s visibility and favorability in the media. Additionally, through press statements,
representatives of TADA would gain more content during interview sessions in the media.
Release Campaign-Related Advertisements
As a major means of gaining access to the public, advertising would play a dominant role
as a tactic. Advertisements, which would be developed by TADA in conjunction with media and
PR partners, would communicate the campaign’s key dates, goals and events to the public. This
form of communication would largely elevate recognition of TADA by the public and help them
better appreciate for the organization’s role in fighting dementia.
Some of the adverts that will be most prominent in the campaign include the use of
personalized testimonials, whereby dementia patients and families tell their stories. These ads
would be critical as they would help the public relate the campaign to real people. Other forms of
ads would include informative ads that tell the public the details of planned campaign events.
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Create a Volunteer Force of “Sensitization Officers” and Conduct Neighborhood
Meetings
To reach the community on the ground, the initiation of grassroots meetings would be
critical. For the businesses and local communities, town hall meetings would serve as an
introductory phase to the campaign where much support would be sought. Other tactics that
would be adopted by the campaign at this point include outreach to various neighborhood stores
by a designated team of trained “sensitization officers” or representatives who would promote
the campaign and its messages. By sending sensitization officers/representatives to the field, the
campaign would create more personalized outreach and encourage greater appreciation of the
challenges of dementia among the members of the community. These agents would conduct
walk-ins and rallies around the neighborhood, where they could answer questions raised by
members of the community for the purposes of inspiring trust and building relationships.
Meetings also would be a more viable approach towards ensuring that the campaign
reaches directly out to members of the society. Especially in towns and cities apart from Taipei,
town halls meetings would also be a preferred mode of education and ultimately sensitization.
Such meetings, which would be organized through community leaders, would bring together
people for the cause of dementia. Thus, this major tactic would enable the campaign to access
local business owners and members of the community with the hope of helping them develop a
better understanding and connection to the dementia cause.

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Chapter 12. Evaluation
To measure the success of the campaign, an analysis of the completion rate of the
objectives mentioned in the other sections would be critical.
By the first quarter of 2018, there will be a 50 percent increase in subscriptions to
TADA’s publications, products and services associated with the campaign in Taipei.
Awareness:
The objective would be measured through an assessment of the subscription rates of
various products and services by TADA that include the publications on dementia as
well as their services. This objective will further be evaluated through working with
the sales departments that will have the exact findings and statistics on these elements.
By June 15, 2018, there would be an increase in donations to TADA’s care homes for
dementia patients.
Post Research:
Similarly, this objective can be evaluated through an examination of the statistics
from the care homes with respect to their donations. Particularly, through the use of a
comparison chart, the campaign would be able to determine if it captured new donors
that dedicated their funds to help the mission.
Additionally, after six months of the campaign, the number of people who access the toll-
free helpline will increase by at least 150 percent.
Comparison:
This objective would be accessed through the comparative examination of the number
of calls to the helpline within the half-year period that the campaign would cover.
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In the next one-year period, TADA will have secured at least two to three new partners,
both local and international, who will help the organization advance its goals and
missions.
Participation:
While the event aims to create awareness, there would be a need to evaluate the
accomplishment of securing partnerships as a major goal. This objective can be
accessed through an exploration of the major partnerships and associations that
engage with TADA after the campaign.
By 2020, the city of Taipei and Taiwan in general will be elevated on the world’s
dementia-friendly index, as there would be more acceptance and sensitivity towards
people with dementia in the society.
A survey that would rely on outside input would also be essential for the evaluation,
as it would advise the study on the impacts of the campaign. The survey would focus
on the changing attitudes in Taiwan, especially toward dementia as a condition. These
strategies would appropriately gauge the sensitivity associated with dementia through
the consideration of various concepts such as acceptability of the condition and the
seeking of medical help.
Through evaluation, it will be possible to determine the results and overall impact of the
campaign.

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Chapter 13. Budget
The planning of the budget that will provide funding is critical to the success of the
campaign. Under these factors, the major elements that should be considered include the input of
the committee, the tours and costs involved, as well as the population of the audience that will be
reached by the campaign.

Category Time Frequency Budget
Training $200
TADA support/staff $300
Travel and transport $1000
Venue rental and lease 0
Equipment $100
Office maintenance $100
Social media marketing 12 2 posts per day $1600
Communication $30
Community Outreach 12 Different levels of outreach
over the 12 months
$1000
Materials $50
Benefits/wages/allowances $1500
Miscellaneous $320
Media Advertisements
Television

12

2 ads per day during peak
hours (7-9 p.m.)

4800

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Newspaper
Radio
12
12
1 ad two times per week
3 ad runs per day
1200
900
Stakeholder Outreach $500
Total $13600

By creating a budget, the most essential parts of the campaign would receive funding
allocations after the evaluation of the available resources. Some of the major content of the
budget would include the human resource budget, the logistics for event promotion and other
contingencies that are necessary for the success of the event. Through various partners and
donations, the event would have access to multiple sources of funding. Some of these partners
would include the government, other dementia organizations and donations from the public that
would be dedicated to the cause. However, the reality is that most of these funds might be
pledges and even that funding might fall short of supplementing the larger costs of the event. The
fact is that there might be financial strain from the various forms of spending such as human
resources and logistics. Even if all of the event pledges are satisfied, the reality is that funding
will continue to be a major challenge. Therefore, there is a need to recognize the possibility that
the budget might be a major constraint to the campaign’s realization.

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Chapter 14. Timeline
Another critical issue is the timeline, which is the expected period through which the
event will be carried out. This is a major part of the campaign as it ensures that the event and its
timetables will have structure, coordination and organization.
Month 1
The campaign’s first month would feature the use of various tools and strategies to advise
the entire campaign. It will explore the major elements of the campaign, including identifying the
various stakeholders and partners that will be involved. This period will essentially form a
vetting and evaluation period through which the leaders, the suppliers and the support staff will
be selected or identified.
Months 2-3
In the consecutive months, the campaign would initiate contact with the suppliers, event
planners and others who would be involved in the entire process. Another significant part of this
period would include training for the various staff who would be part of the campaign.
Months 4-5
The campaign would be officially launched through online and traditional media
channels, through which advertisements and messages would be posted. On social media
channels, the campaign would be driven mainly through TADA’s official accounts as well as
affiliated partner sites. Similarly, the online campaign would be matched with media
advertisements that will be dedicated to the broadcast channels.
Months 6-9
After the initial media focus, the organization will move deeper into the public domain
through community outreach initiatives. Through various channels such as town hall meetings
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and door to door initiatives, the campaign would use grassroots outreach to achieve positive
feedback from the community. During this period, media reports would cover the various
initiatives undertaken by the organization.
Months 10-12
In the later periods of the campaign, the messages would focus on the services provided
by TADA that will be advertised in the media and in TADA’s care centers, ideally reaching the
parties that will have been informed of TADA’s activities in the prior months.
A possible limitation to the campaign’s timeline would be the improper management of
time and schedules. Time management will therefore play a critical role in the execution of the
campaign; ineffective time management might undermine the completion of the set and planned
events of a campaign. Thus, if the timeline is undermined, the expected activities and their
realization might be impossible to come to fruition.

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Appendix
Appendix A: Causes/Types of Dementia, Common Treatments and Measurements
Causes/Types of Dementia
Alzheimer’s disease: This is the most common type of dementia that occupies the
greatest and most significant portion of entire instances of dementia. Statistics reveal that
at least seventy percent of all dementia cases are connected to Alzheimer’s. Alzheimer’s
is a chronic neurodegenerative disease whereby the systems develop slowly as the signs
worsen over time (WHO 2017).
Vascular dementia, also known as multi-infarct dementia (MID), is a type of dementia
that is caused by the lack of blood supply to the brain that are caused by minor strokes
(Kalaria et.al 2008). Major impacts of vascular dementia include the deterioration of
cognitive abilities that gets worse with time.
Dementia with Lewy bodies (DLB) is another type of dementia that also worsens with
time. Major signifiers of the development of the condition include visual hallucinations,
slow movements, rigidity and trouble walking (Pizzi et.al 2014).
Reversible causes: These are the various causes of dementia that can be prevented or
reversed as they are connected to various independent and salvageable causes that include
neurosyphillis, vitamin B12 deficiency, hypothyroidism and Lyme disease (Knopman
et.al 2006). These various conditions lead or contribute to the development of dementia,
as they are risk factors to the condition.
Frontotemporal dementia (FTD) is also a type of dementia that is demonstrated in
significant changes in personality and language difficulties (McKhann et.al 2001). While
memory loss is a major signifier of dementia, people suffering from FTD do not
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experience this as they withdraw from the society in early stages and this causes their
lack of insight or awareness of the condition.
Other causes/types of dementia include progressive supranuclear palsy and corticobasal
degeneration among others that are related to other conditions such as Parkinson’s and
epilepsy (Boeve et.al 2003).
However, while the effects of dementia are largely irredeemable, those caused by
depression, medication, alcoholism and vitamin deficiencies can be redeemed and
addressed over time.
Common Treatments
While most of the causes of dementia cannot be cured, medical researchers have found
that there are some forms of treatment that can substantially treat the condition both chemically
and psychologically.
a. Non-Drug Treatments
For people living with dementia, the conditions in which they live matter more than the
medical supplements that they may be privy to receive. For people with dementia, support is a
critical element since the condition necessitates care as the symptoms progress and worsen with
time. Support for dementia can range from professional to home care through which the patients
are engaged in physical and mental activity (Schoenmakers et.al 2010). Some of the common
non-drug treatments for people with dementia include:
Therapy: Through counseling sessions with professionals or caregivers, people with
dementia can talk about their feelings and this has a therapeutic impact on the condition.
Cognitive behavior therapy (CBT): In cases whereby the individual has developed
depression or anxiety, CBT is offered (Attwood 2003).
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Cognitive stimulation therapy: Through activity-themed events, people with dementia can
be engaged for the aims of making their minds active (Knapp et.al 2006). This elevates or
lessens the deterioration of cognitive abilities.
Cognitive rehabilitation: At home, people with dementia can receive help through
facilitated support that uses devices such as clocks and calendars. Through these devices,
the individual can retain some daily skills and this enables them to cope better with the
symptoms of dementia (Cicerone et.al. 2000).
Sharing: Through group activity and sessions, individuals with dementia can develop
mental wellness and improved moods. As they share their experiences and memories,
people with dementia can effectively support each other.
Art: Through various forms of art such as music, literature and theatre, people with
dementia can challenge their mental, social and physical skills and this creates meaning
in their lives. Other side effects of such activities are boosted levels of confidence and
self-esteem (Alzheimer’s Society 2017).
b. Drug Treatments
While dementia is incurable, some drugs can be used to control and stop the progression
of the conditions for some time.
Alzheimer’s disease: For people with Alzheimer’s or dementia whereby Alzheimer’s is a
major cause, the patient may be prescribed drugs that include donepezil, galantamine,
rivastigmine and memantine in extreme cases (Bond et.al 2012; Tan et.al 2014; Winblad
2006). These drugs essentially help to address issues of motivation, ease difficult
behavior, boost memory and attention and facilitate normal daily living.
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Lewy bodies: For people with Lewy bodies, some of the drugs used for treatment include
rivastigmine, donepezil and galantamine that help to reduce instances of hallucinations
and behavioral challenges (Samuel et.al 2000; Mori 2006).
Vascular dementia: In this condition, the major causes of dementia that are treated are the
underlying medical conditions such as heart conditions, high cholesterol, high blood
pressure and diabetes. When these conditions are addressed, the progression of dementia
might be substantially stemmed.
Other types of medication can be administered to people suffering from dementia at
different times. Some of these drugs include depression and anxiety tablets,
antipsychotics, and sleeping pills (Lieberman 2005; Gorman 2007). However, since these
drugs have some dire impacts or side effects, they are only administered under special
circumstances as prescribed by the primary/assigned doctor.
Measurements of Dementia in Taiwan (Neuropsychological measurements)
In Taiwan, most of the instruments applied by researchers in the study and screening of
dementia Chinese populations have been translated from languages and concepts in English to be
understood and to effectively capture the situation in the country. For instance, due to the
challenged levels of education/literacy, studies in dementia are tailored to cater for the unique
reality in language deficiency and cultural preferences. A major neuropsychological
measurement that has been applied and mostly used in Taiwan is the Mini-Mental State
Examination (MMSE).
I. The MMSE
The MMSE is probably the most dominant and widely-used screening tool for the
detection and diagnosis of dementia in Taiwan. Due to the prominence of Chinese as a language
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in the country, the instrument has become common and its has been applied with distinct
alterations to fit the neuropsychological characteristics of the situation in the country.
II. Informant Questionnaire on Cognitive Decline (IQCODE)
The IQCODE, which is a 26-item questionnaire, is another tool used for the development
of cognitive changes that occur among older people in Taiwan. Through the IQCODE as a test,
the program performs better that the MMSE, especially in groups where individuals have variant
educational levels and backgrounds (Fuh et.al 1995). However, this tool extensively relies on the
honesty of respondents and thus does not cater for questions of integrity.
III. Alzheimer’s Disease Assessment Scale (ADAS Cog)
In the study of Alzheimer’s as a condition in Taiwan, the ADAS Cog is applied for the
evaluation of Alzheimer’s disease, especially where the efficacy of medication is studied. The
tests involved explore word recognition, spoken ability, written language recognition and
memory speed, among other elements of knowledge and cognition. In Taiwan, researchers apply
the Chinese version that is more comfortable and reliable for the greater population.
IV. Behavioral and Psychological Symptoms of Dementia (BPSD)
Studies reveal that there are higher cognitive disturbances when patients have
Alzheimer’s, especially among Taiwan’s institutionalized patients. Thus, an evaluation of BPSD
can be a great measurement of the psychiatric symptoms of dementia as a major condition.
However, the use of BPSD as a tool is undermined by the reality that other factors such as
genetic, social and cultural factors might affect the dominance and levels of BPSD. Some of the
dominant forms of behavior under this tool include observations of apathy, agitation and appetite
changes among patients. According to Tsai (2004), among Taiwanese patients, agitation and
apathy were the most important measurements of the dementia as a condition. Among the
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Taiwanese, apathy and passiveness is not necessarily viewed as negative, and thus its use might
undermine the effectiveness of studies into the condition.

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Appendix B: Other Facts of Dementia
I. Ethnicity and Prevalence Studies
Studies show that people with similar or related ethnicities share predispositions to
various conditions such as dementia. Although ethnic-based studies are harder to compare due to
the diverse demographics and classifications involved, major conclusions show that dementia
may be a byproduct of shared cultural practices, environmental and racial genetic factors.
However, Hong et.al (1996) suggest that a possible reason why dementia rates among people of
Chinese descent are lower compared to Western cultures can be due to the lack of reporting and
high mortality rates in the condition, and not because of ethnicity.
II. Cultural Norms and Prevalence
In most surveys and studies in Taiwan, Japan and China, they reveal that at least 60
percent of people concluded to have dementia were neither recognized as having the condition
by family members or through professional diagnosis. According to Ross et.al. (1997), most
Japanese family members denied the evidences of dementia as they felt that they had an
obligation of being respectful towards their elders. Similarly, in Taiwan, the Chinese culture
shares similar values of respect and reverence for elder members of the society. Collectively,
these cultural factors play a significant role in under-reporting cases of dementia since surveys
on prevalence mainly rely on respondent’s views and evaluations. Thus, these surveys might
underestimate the prevalence of dementia in various studies.
III. Mortality Rates and Statistics on Prevalence
Another significant factor that plays a notable role in studies on prevalence is the high
mortality rates of older generations in Taiwan. According to Liu et.al (1998), the mortality rates
of people with dementia range from 32 to 48 percent, a statistic that reveals a major undermining
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factor in dementia studies. Among patients with Alzheimer’s, a hospital-based study found that
patients diagnosed with the condition had an average survival time of at least 4.48 years from the
time they are admitted in the hospital (Tsai 2007). This reveals that prevalence rates and studies
on the condition in the country might be affected directly by the fact that patients have lower
chances of surviving after the initial diagnosis of Alzheimer’s disease. This revelation is critical
to understanding the trend in the prevalence of dementia in Taiwan and indicates that the
numbers might be higher.
IV. Incidence Rates as a Better Reflection of Alzheimer’s Disease (AD)
Due to the various weaknesses of prevalence reports listed in the section above, it is
critical to note that incidence rates are a better source of information on the risk factors of
dementia. According to studies on incidence, the annual incidence of dementia for people aged
65 years and more in Taiwan is 1.3 percent, with the incidence risk rising with age for those
between 65 and 74 years old. The statistics are extreme for people older than 85 years old, whose
risks of developing Alzheimer’s is 6.19 percent (Liu et.al 1998). While numbers are shared with
other incidence studies such as those in India, China and Japan, that similarly share lower rates
of dementia at 1.2 to 1.3 percent, the numbers are strikingly different from those in European
countries.
V. Dominant Types of Dementia in Taiwan
Studies in dementia in Taiwan reveal that a major cause of dementia as a condition is the
Alzheimer’s disease that has continued to become the most dominant condition in the country. A
hospital-based study found that there were higher frequencies of Vascular Dementia than
Alzheimer’s disease in Taiwanese patients. According to these studies, the prevalence of
Alzheimer’s among women was higher compared to men and since the possibility of people
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suffering from stroke visiting hospitals were higher compared to other complications (Sun et.al
2014). Thus, while it is not confirmed to be the leading cause of dementia in Taiwan, the
condition appears to be the major cause of the condition. However, the higher mortality rates for
patients with Vascular dementia might form a major signifier for dementia as a condition.
VI. Risk Factors for Dementia
Studies in dementia reveal that the genealogical factors (e4 allele and the APOE gene),
other risk factors to the development of dementia in Taiwan, include a person’s age and lower
levels of education (Liu 1995). The connection between age and dementia is the most studied
aspect of the disease as it shows that the older a person is, the greater the chances of dementia.
However, for education, some studies in dementia show that people with lower levels of
education have higher risks of exposure to the condition. Additionally, according to Liao et.al
(2005), people with higher education have higher brain networks that make them less vulnerable
to destruction that is brought on by dementia. Other risk factors for dementia include smoking,
whereby light smoking lowered the chances of Alzheimer’s as higher levels (daily) of smoking
contributed to its development.

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Appendix C: Discussion Guide
1. What is the mission for the Taiwan Alzheimer’s Disease Association (TADA)?
2. What is the TADA’s short, mid and long-term goals?
3. What are TADA’s advantages internally and externally?
4. What are TADA’s disadvantages internally and externally?
5. What specific dementia subjects does TADA focus? Any major achievements?
6. What is the greatest difficulty in advocacy?
7. Speaking from the aspect of resource integration, what are actual examples executed in the
past? Routine or non-regular events? What is the effectiveness?
8. What are the advantages and disadvantages of Taiwan in dealing with dementia related issues?
9. What resources do you refer in dealing with dementia-promoting issues?
10. In addition to the national campaign during World Alzheimer’s Month, are there any other
collaboration opportunities available?
11. Do you perform promotion through media or promotions other than media?
12. Are there any prospective partners or other resource integration?

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WHO. 2017. http://www.who.int/mediacentre/factsheets/fs362/en/

Abstract (if available)

Abstract Among older demographics, a serious condition that affects a significant number of people in the world today is dementia. The statistics further show that as people age, the chances of developing dementia rise, with nearly half of people over the age of 85 suffering from the condition. Dementia is a condition whereby an individual suffers from a decline in mental ability that interferes with the person’s daily life (Alz.org 2017). Despite common belief, dementia is not a disease but is merely a term that is used to describe various symptoms that are associated with the negative development of memory and thinking skills. ❧ In Taiwan, statistics find that at least 75 percent of people with dementia feel that they have been ostracized. This statistic raises concern about the frequency and prevalence of labeling and thus stigmatizing the elderly in the country. In 2012, the Department of Health estimated that 130,000 seniors across the country had dementia (Focus Taiwan 2013). Thus, it is evident that in Taiwan, dementia is becoming an issue of critical concern that needs to be addressed through all arms of the society in order to create an environment where men and women can be more comfortable living with the condition.❧ This campaign planning model presents an overview of the process that a dementia campaign would take in Taiwan to help encourage more societal awareness and acceptance of the reality of dementia, as well as more compassionate behavior and attitudes toward those with the condition. The campaign planning model, which hypothesizes that there is a general lack of awareness and too much hostility toward people with dementia in Taiwan, utilizes various methods that work with the strengths and weaknesses of Taiwan Alzheimer’s Disease Association (TADA) as an organization dedicated to this course. Through data collected from both secondary and primary sources, the campaign evaluates the possibilities of a campaign in the Taiwanese society, based on a sound communications strategy that can be implemented. The campaign planning model in this study essentially covers all of the requisite elements such as the organization’s ability to conduct the campaign and the budget requirements, as well as the timeline for executing it.

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Asset Metadata

Creator Lin, Ting-Chu (author)

Core Title Public awareness campaign for dementia in Taiwan

School Annenberg School for Communication

Degree Master of Arts

Degree Program Strategic Public Relations

Publication Date 11/10/2017

Defense Date 08/31/2017

Publisher University of Southern California (original), University of Southern California. Libraries (digital)

Tag Alzheimer's,communication plan,dementia,labeling,OAI-PMH Harvest,public awareness campaign,stigma,strategic planning model,Taiwan

Language English

Contributor Electronically uploaded by the author (provenance)

Advisor Wang, Jay (committee chair), Jackson, Laura Min (committee member), Yang, Aimei (committee member)

Creator Email tingchu@usc.edu

Permanent Link (DOI) https://doi.org/10.25549/usctheses-c40-452573

Unique identifier UC11264506

Identifier etd-LinTingChu-5886.pdf (filename),usctheses-c40-452573 (legacy record id)

Legacy Identifier etd-LinTingChu-5886.pdf

Dmrecord 452573

Document Type Thesis

Rights Lin, Ting-Chu

Type texts

Source University of Southern California (contributing entity), University of Southern California Dissertations and Theses (collection)

Access Conditions The author retains rights to his/her dissertation, thesis or other graduate work according to U.S. copyright law. Electronic access is being provided by the USC Libraries in agreement with the a...

Repository Name University of Southern California Digital Library

Repository Location USC Digital Library, University of Southern California, University Park Campus MC 2810, 3434 South Grand Avenue, 2nd Floor, Los Angeles, California 90089-2810, USA