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Upstride was engaged by StepUp for Dementia Research to deliver a national awareness and recruitment campaign aimed at increasing registrations and participation in dementia research.
StepUp for Dementia Research connects people living with dementia, their families, carers and healthy volunteers with researchers, supporting vital research to improve diagnosis, treatment and care.
Upstride delivered an integrated communications campaign combining national media outreach, ambassador engagement, and organic and paid social activity over a three-month period from April to June 2025.
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WHAT WE DID
Upstride designed and delivered a multi-channel campaign to drive registrations, increase visibility of StepUp for Dementia Research, and communicate the importance of participating in dementia research. This included media strategy and delivery, ambassador outreach, content development, and paid and organic social media execution.
MEDIA RELEASE AND TARGETED PITCHING
Upstride developed and distributed a national media release to more than 2,000 national, state and regional media outlets, supported by targeted pitching to more than 40 journalists and broadcasters across radio, television, print and online.
Media coverage included ABC Radio Melbourne, ABC Radio Perth, ABC News Breakfast, Today Extra, New Idea, Take 5, Sky News Breakfast, WIN News TV, NewsCorp publications including the Herald Sun, and multiple regional radio stations nationwide. A radio release was also distributed, with news grabs picked up by 15 stations including CBAA National Radio News.
TALENT LIAISON AND AMBASSADOR ENGAGEMENT
Upstride worked closely with 10 ambassadors, case studies and experts, conducting outreach to more than 15 potential spokespeople. An ambassador kit and supporter kit were developed to support consistent messaging and confident participation across media and campaign channels.
CAMPAIGN CONTENT AND SOCIAL MEDIA
Upstride developed a three-month calendar of organic and paid social media content, supported by campaign animations, static assets and case study-led storytelling.
Paid media activity ran from April 20 to June 8, with video content outperforming static imagery. The best-performing animation achieved 722 link clicks and a reach of 38,424. Case study content, strong statistics and visually engaging graphics performed particularly well across platforms.
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