Lumina Health and the City of Zurich: Dementia told in a new way
Zurich-based communications agency Lumina Health has developed a dementia awareness campaign for the City of Zurich's Department of Health and Environment that focuses on real people affected by dementia and aims to break down social inhibitions.
The Zurich-based communications agency Lumina Health has developed a comprehensive dementia awareness campaign for the City of Zurich's Department of Health and the Environment. The campaign focuses on real people affected by dementia and their relatives as well as the question of what we as a society need to remember when dealing with dementia. The campaign bears the claim «Dementia does not mean forgetting ...» and draws attention to central support services and the new website stadt-zuerich.ch/dementia attentive.
An issue that affects society as a whole
Around 8,000 people with dementia live in the city of Zurich alone. Directly or indirectly, almost everyone knows someone who is affected. Nevertheless, dementia is often associated with uncertainty, fear of contact and misconceptions in the public sphere. The campaign is aimed at the general public, relatives and those affected, as well as multipliers who are confronted with the topic in everyday life.
With this campaign, the city of Zurich is showing what it means for those affected and their relatives to live with dementia. It raises public awareness of realities that otherwise often remain invisible: Dementia is not just a medical diagnosis, but a growing social challenge, according to the press release.
Real people with a clear message
At the heart of the campaign are the stories of those affected and their relatives. The claim «Dementia does not mean forgetting, but remembering ...» is continued in several messages and makes it clear that behind every diagnosis is a person with relationships, needs and a life that goes on. All the protagonists come from the city of Zurich and are affected themselves or accompany people with dementia. They made a conscious decision to share their stories publicly - with the aim of breaking down inhibitions and initiating conversations. The visual language was chosen to be honest and approachable, the messages clear and understandable.
City Councillor Andreas Hauri, Head of the Health and Environment Department, puts it in a nutshell: «A dementia-friendly city offers easily accessible advice and respite services and strong medical care. However, dementia-friendliness also comes from the way we treat people with dementia - namely in a way that makes them feel at home in society. This requires knowledge, openness and understanding in everyday life.»
Dementia awareness campaign with strategic broad impact
The campaign was launched on April 30, 2026 and is present throughout the city: on posters, in streetcars and on digital channels. It is supplemented by social media, videos, explanatory formats, flyers and multilingual information. Dozens of organizations are involved as multipliers and disseminate the content in their networks.
The campaign is to be gradually intensified over the coming months - from awareness-raising and activation to concrete guidance on the use of services. Tarja Zingg, CEO of Lumina Health, describes the strategic task as follows: «Communication becomes the link between those affected, services and the public.»
Further information on the campaign and the support services can be found at lumina-health.ch.
Responsible at the City of Zurich (Department of Health and Environment): Ivo Bähni, Franziska Rosenmund. Responsible at Lumina Health: Tarja Zingg (strategy, art direction), Fabienne Albrecht (media concept, campaigning, coordination), Corinne Dietziker (design, animation), Jorina Kessler (videography), Steph Kohler (proofreading), Gisela Heim (multiplication), Dan Cermak (photography), Martin Fuchs (concept), JBW Media (media planning paid), Druckerei Sieber (print production).
