Who: Not-for-profit 2SLGBTQI advocacy organization Egale Canada, with Cossette for strategy and creative; OPC for production (directed by dayday); Citizen Relations on PR and Cossette Media for media.
What: “Help Us Remain,” a new campaign timed for Alzheimer’s Awareness Month that tells stories about dementia in Canada’s queer communities.
What: “Help Us Remain,” a new campaign timed for Alzheimer’s Awareness Month that tells stories about dementia in Canada’s queer communities.
When & Where: The campaign launched earlier this month across social, OLV, OOH and connected TV. Supporting that messaging was a gallery showcase, “Gallery of Memories: What’s at Stake for 2SLGBTQI People Living with Dementia,” that was open to the public at The 519, Canada’s largest 2SLGBTQI community centre.
Why: While dementia is a debilitating condition for anyone, it can be particularly challenging for queer people because of the way it impacts not only their memory and cognitive abilities, but also their ability to express their own identities and to receive care appropriate to how they identify.
According to Egale, more than 7% of 2SLGBTQI people in Canada are over 65, and are part of a generation that experienced both historical discrimination and transformative victories for their rights in Canada. "The resulting cultural trauma of a life impacted by stigma and violence makes this community susceptible to chronic minority stress which can result in a higher risk of premature cognitive decline, including dementia," said Egale.
“There’s so much more to lose for those within the 2SLGBTQI community,” explained Jacob Greer, group creative director at Cossette. “With this project, we wanted to make people aware of the double injustice individuals face of not only fighting against the cruel nature of the disease, but also against a cis-hetero healthcare system that isn’t adequately supportive of their needs.”
“Telling our story from a Trans person’s perspective helps show the critical nuances of identity care within the mix of dementia care,” added group creative director Nicole Ellerton. Not only is the added perspective important when addressing the issue, but it also gives a voice to a community that is at a higher risk of premature cognitive decline because of the trauma.
How: The campaign is anchored by a three-minute film that tells the story of a trans woman named Ann who is grappling with the difficulties arising from dementia. Film was “the right way" to explore the intersections of healthcare, identity and dementia, said Ellerton, who described Ann's story as “a broad story to tell with a lot of nuances.”
The film shifts back-and-forth between the various stages of Ann's life from childhood to adulthood. It focuses on key moments, from telling a confidant how she feels like a woman trapped in the shell of a man, to her decision to medically transition, and the effect of her progressing dementia. It also shows how the cis-hetero healthcare system subtly discriminates against members of the trans community.
"Even though the world around me may blur, and distort, and shrink itself, I hold on," says Ann in a closing voiceover, before the "Help us remain" tagline appears. Alongside the short film, the immersive gallery was a key piece that offered “a chance for people to connect and discuss the issue,” added Ellerton.
And We Quote: “2SLGBTQI people living with dementia confront not only the challenges of losing their identity and vital memories, but often face stereotypes and assumptions within a cis-hetero healthcare system that can amplify their displacement and suffering. This double injustice puts at stake the hard-won rights our communities fought for, the identities we have claimed and the defining memories of a generation." — Helen Kennedy, executive director, Egale Canada
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