• Irja Haapala, Ashley Carr, and Simon Biggs.
• School of Social and Political Sciences, University of Melbourne, Melbourne, Victoria, Australia.
• Australas J Ageing. 2019 Sep 1; 38 Suppl 2: 59-67.

ObjectiveTo examine the overlap between priorities expressed by representatives from national and local campaigning organisations and the views of key voices in relation to dementia.MethodsSemi-structured, in-depth telephone interviews were conducted with 19 representatives from campaigning organisations, including nine countries and six local community initiatives in Australia. Responses were categorised into nine priorities. Views were compared to the voices of people with dementia (n = 19), carers (n = 28), and health-care (n = 21), social work (n = 23) and service professionals (n = 20).ResultsLocal groups prioritised user-led decision-making and community normalising agendas. National groups were influenced by service frameworks and increasing public awareness. Professional and carer groups focused on increasing understanding and communication skills while people with dementia valued being a normal part of society.ConclusionFuture campaigning should use both national and local approaches to changing social relations, through interpersonal connections, advocacy and social mobilisation, to promote a normalising approach to attitude change.© 2019 The Authors. Australasian Journal on Ageing published by John Wiley & Sons Australia, Ltd on behalf of AJA Inc.

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