FACE it 2025 grows awareness
September 2026: Childhood Dementia Day 2025 generated a large-scale increase in awareness and understanding of childhood dementia. Held on 17 September, the day again brought people together through the colourful annual FACE it awareness push, while broad media coverage further deepened public understanding of childhood dementia.
People, schools, hospitals and workplaces from 13 countries registered to take part in FACE it, sharing scroll-stopping photos of their painted faces on social media to help make childhood dementia impossible to ignore.
While the full reach of all photos shared can't be measured, campaign content published through Childhood Dementia Initiative channels alone reached more than one million people across social media and contributed to a noticeable spike in website engagement.
For the first time, Childhood Dementia Day also incorporated a 40-hour matched giving period. Enabled by a long-term supporter, donations were doubled, giving donors the opportunity to extend the impact of their contributions. During this window, a total of $105,210 was donated to help children with dementia.
National media highlights
Alongside the colourful FACE it campaign, meaningful media coverage also generated greater understanding of childhood dementia and the need for action. This included:
- News.com.au's ‘Think Again' dementia campaign: An indepth national News Corp Australia dementia campaign raising public understanding of dementia, prominently featured children with dementia on Childhood Dementia Day. This included multi-story coverage profiling children and families online, and across metro titles and The Australian newspaper. Inclusion of children in this campaign is part of a broaders shift in public perception that dementia affects people of all ages, including children. Stories included:
- 7NEWS Australia Reported on the release of Childhood Dementia Initiative's report ‘From Crisis to Hope', highlighting the urgent need for a new virtual centre of expertise, the National Childhood Dementia Unit. https://7news.com.au/news/australian-families-call-for-urgent-action-on-childhood-dementia--c-20049905
- ABC Radio National – Changing Australia Aired an in-depth interview with CEO Megan Maack, providing insight into gaps in care and CDI's founding leadership and vision.
Additional media
- WIN News Illawarra
- ABC Melbourne Drive
- ABC News Riverina
- 2GB Weekends
- A Current Affair
- ARN regional radio
