New peer-reviewed resource “Flipping Stigma on its Ear Toolkit” was co-created with people with dementia working alongside academic researchers


The Flipping Stigma on its Ear Toolkit is the direct outcome of a four-year Canadian research project called PAR (Participatory Action Research Study) where academic researchers worked alongside people with dementia (as co-researchers) with the aim of helping people recognise and respond to dementia-related stigma and discrimination ( This peer-reviewed resource, developed during the COVID-19 pandemic, has been recognised by the WHO on their Global Dementia Observatory Knowledge exchange platform where it is one of the top 10 tools listed for awareness and inclusion.

Their user-friendly website offers guidance for three distinct groups:

• Persons living with dementia,

• family/friends/care providers of the person with dementia and

• researchers.

The toolkit aims to empower and enable the user with the following tools:

• ‘Recognise’ instances of stigma,

• ‘Respond’ to stigma and discrimination in a more effective way and

• ‘Educate/advocate’.

As you scroll through the Toolkit, you can hear or watch touching stories told by people with Alzheimer’s and/or dementia via audio and video clips. The site provides links to resources for people in Canada, both for those with dementia and their loved ones. It provides tips for healthcare providers on how to communicate in an empowering way with people with dementia. There is also an action guide created by people with dementia to aid people or groups looking to become advocates. It lays out the steps towards starting your own advocacy group in your community.