Dementia affects 1 in 4 Kiwis and is one of the fastest growing health concerns for our ageing population. With the mission to raise awareness and fundraise, Dementia New Zealand enlisted us to re-launch their Steps for Dementia campaign to run during Brain Health Awareness Month. We saw the insight that as there are many different steps you can take to improve brain health, we could transform ‘Steps’ from being about walking to being about you choosing from a range of brain-healthy steps you could take, such as sleeping for 8 hours, reading, stopping drinking, swimming, and so on. This both drove awareness of the many things you can do to help reduce dementia risks and made Steps for Dementia more accessible, with people of all ages signing up.