In response to the Prime Minister's Challenge on Dementia, the Department of Health (DoH) was asked to showcase current research and best practice on dementia at the Healthcare and Innovation Expo 2013, held at Excel London.
With just 12 weeks to plan the event, the department approached MCI. The agency and client devised a Dementia Village concept that would comprise several private, commercial and community spaces including a home and garden, village green, school, cafe and high street. Within the village a cast of volunteers, exhibitors, speakers and actors brought the village to life. The village even had a daily paper outlining each day's events.
A total of 6,250 expo delegates visited the village, pledges for action were received from 200 participants, while 346 delegate undertook dementia-awareness training as part of the DoH's ongoing campaign.
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