Dementia India Alliance (DIA)

Bringing Help and Hope

SECTOR

Social Sector

Healthcare

SERVICES

Visual Identity

Visual Language

Context

In India’s complex culture, characterised by intense emotions, formal social protocols, language and literacy barriers, mental health—especially dementia—faces significant stigma. The Dementia India Alliance (DIA), a pioneering support group for caregivers of those effected by Dementia aims to change how India perceives this condition. They offer support lines, online clinics, and training and focus on making Dementia a key feature in India’s policy development. DIA, sought an evocative, inclusive symbol that communicated the cause without medicalising it.

Our Approach

Our research indicated a three-fold rise in dementia cases globally and a doubling of cases in India by 2050. What struck us was that while the statistics are huge, the experience of dementia and the loss of independence itself is a lonely journey for the individual and the caregiver(s). With the anticipated numbers, there is an urgent need to make the cause more personal, where each one is aware, and responsible in the fight against loneliness and isolation while connecting families. The alliance is a big step in this direction to make Dementia Awareness a movement in India.

Visual Identity

The ability to button one’s own clothes is a primary sign of independence. The loss of this ability, universally, is an early indicator of the onset of dementia.

This button marks a turning point—a shift—where those who once provided care become in need of care themselves. The button honours countless lost abilities and those affected by dementia.

Our button is held strong by interconnected threads which signify the coming together of various stakeholders. Just like these threads, the network collaborates to address the multifaceted challenges of dementia and foster a sense of unity, solidarity while advocating for awareness and eliminating stigma.

the blue button movement

The button evolved beyond an identifier for DIA into a national movement for Dementia awareness; The Blue button Movement. Held on world Alzheimer’s day the Blue button movement spanned 7 cities in five states with over 1,600 participants, involving 10 colleges and resulting in 75 DIA membership registrations, including 26 doctors nationwide. The Health Minister of Karnataka announced dementia as a health priority, leading to a collaboration and Memorandum of Understanding (MOU) with the Government of Karnataka, NIMHANS, and Vayah Vika.