Visualizing empathy: animation as a tool for dementia awareness in Malaysia

Dementia is an escalating public health concern in Malaysia, driven by the country’s rapidly ageing population. Despite the rising number of cases, public awareness remains low, often leading to stigma, delayed diagnoses, and inadequate care. According to the Alzheimer’s Disease Foundation Malaysia (ADFM), dementia cases are projected to increase significantly, yet awareness campaigns remain limited and inaccessible to many. This study addresses the gap by using short animation as a medium to raise awareness. The result is Pok & Gai, an original animated work that reflects the lived experiences of individuals with dementia and their caregivers. Adopting a qualitative approach, the research incorporates observation and literature review as primary methods. Observational research focused on public perceptions and media portrayals of dementia, while literature review explored communication strategies, animation for social messaging, and empathetic character design. These insights informed the development of Pok & Gai, which features culturally grounded storytelling and character-driven narratives. The animation aims to foster empathy, reduce stigma, and improve understanding of dementia among Malaysian audiences. This study demonstrates that creative media, particularly animation can serve as a powerful platform for public health communication, contributing to national efforts in addressing mental health and ageing-related challenges.