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Maryland’s Department of Health is scouting for a firm to work on messaging and creative development for a statewide multimedia campaign about dementia and healthy brain aging.
An estimated 110K Maryland residents aged 65 and older were living with Alzheimer’s disease, the most common form of dementia, in 2020. That figure is expected to rise to 130K by 2025.
The goal of the communications push is to increase awareness of dementia prevention, screening and resources for people living with the disease.
The target audience are older adults (age 50+) who are living with or at risk for dementia and/or have a family member suffering from dementia.
Messaging and graphics must reach those people who are disproportionately impacted by dementia.
That includes Hispanics, Blacks, people with developmental disabilities, people who are sight- and/or hearing-impaired, people who speak English as a second language and people living in rural and or under-resourced communities.
Marylanders reporting subjective cognitive decline are significantly more likely to have comorbid conditions such as diabetes, hypertension, cardiovascular disease and depressive disorders compared to those without, according to the RFP.
Lifestyle factors such as poor nutrition, lack of physical activity, smoking, and alcohol use contribute to an increased risk of developing dementia and other chronic conditions.
Proposals are due Dec. 14. They go to Littia Silver at [email protected].
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