JMIR Publications

ABSTRACT

Background:

Twitter has become a primary platform for public health campaigns, ranging from mental health awareness week to diabetes awareness month. However, there is a paucity of knowledge about how Twitter is being used during health campaigns, especially for Alzheimer’s Awareness

Objective:

The purpose of our study was to examine dementia discourse during Canada’s Alzheimer’s Awareness Month in January to inform future awareness campaigns.

Methods:

We collected 1,289 relevant tweets using the Twint application in Python from January 1 to January 31, 2022. Thematic analysis was used to analyze the data.

Results:

Guided by our analysis, four primary themes were identified: dementia education and advocacy; fundraising and promotion; experiences of dementia; and opportunities for future actions.

Conclusions:

Although our study identified many educational, promotional, and fundraising tweets to support dementia awareness, we also found numerous tweets with cursory messaging (i.e., simply referencing January as Alzheimer’s Awareness Month in Canada). While these tweets promoted general awareness, they also highlight an opportunity for targeted educational content to correct stigmatizing language (e.g., suffering and enduring) and stereotypes (e.g., depressed and wandering) against people living with dementia. In addition, awareness strategies partnering with diverse stakeholders (such as celebrities, social media influencers, and people living with dementia and their care partners) may play a pivotal role in fostering dementia dialogue and education. Further research is needed to develop, implement, and evaluate dementia awareness strategies on Twitter. Increased knowledge, partnerships, and research are essential to enhancing dementia awareness during Canada’s Alzheimer’s Awareness Month and beyond. Clinical Trial: Not applicable.