The FACE it awareness push returns to make childhood dementia impossible to ignore
July 2025: Childhood Dementia Initiative is thrilled to announce the return of the annual global awareness campaign, FACE it.
The colourful campaign is set for Childhood Dementia Day — Wednesday, 17 September 2025.
People across the globe will again make their faces colourful and share their scroll-stopping photos to make childhood dementia impossible to ignore.
Join the movement. Here's how to FACE it:
- Register now for your free FACE it kit, plus tips and reminders
- Make your face colourful with paint, stickers, a mask — whatever you've got
- Share your photo on Wednesday 17 September with #ChildhoodDementia and #FACEit Let people know that children get dementia too and you're helping to raise awareness.
- Join in at school, at work, at home or solo — anyone can FACE it
“FACE it brings together a global movement that refuses to accept the status quo for kids with dementia. These children need awareness, support and action — right now," says Childhood Dementia Initiative's Brad Phillips.
“This is the perfect time to get FACE it in the diary," says Brad.
Artist: @hannahtomanmua from FACE it 2024
Why it's time to make childhood dementia impossible to ignore
It's estimated one in every 2,900 babies are born with a condition that will cause childhood dementia. Sadly, half of these babies will die before their 10th birthdays, most won't reach adulthood. Globally, it's estimated that childhood dementia takes a life every 11 minutes.
Sadly, during their young lives, children with dementia face many challenges. They progressively lose their skills and abilities – some which they've only just gained. Like the ability to talk, sing, dance, walk. Sadly, children can also experience confusion, pain and distress.
One of the biggest problems: most people don't know childhood dementia exists. Childhood dementia remains largely unknown and overlooked. As a result, children & families are being left with no cures. Many report finding it exhausting and isolating fighting for support & understanding.
FACE it is a bold global campaign that shines a light on this devastating condition and shows families they are not alone.
