A long-term awareness-building project in which all relevant partners, such as healthcare services, socio-cultural associations, local businesses (e.g. restaurants, shopkeepers), educational organizations, public and private services (e.g. police), are invited to make an active contribution, both individually and through partnerships, to creating a dementia-friendly community. The project aims to infiltrate the city and all its structures in order to create a climate where dementia is borne by the entire community. Examples of initiatives undertaken include the creation of a website, the wide distribution of a free ‘dementia guide’, organization of basic workshops on dementia and a protocol for finding missing persons.