The TRACTOR Awareness Rally (Together Rallying Across Communities To Overcome Remembrance-loss) is an innovative community engagement initiative that aims to raise awareness about the emotional and social impact of Dementia and Alzheimer’s on South African families. Inspired by the slow but steady journey that caregivers endure, the campaign uses a symbolic tractor to represent resilience, memory, and hope.

This rally will span from Potchefstroom to Bredasdorp, stopping in several towns to host events, share experiences, and distribute resources. An initiative of Mrs Esmé Marks, it is coordinated by NWU Support Staff and hosted by the Faculty of Health Sciences and contributes to NWU’s broader mission of academic engagement and social responsibility.

According to De Jager et al. (2017), over 187,000 South Africans aged 60+ are living with dementia. This number is projected to rise to 250,000 by 2030. Dementia not only affects individuals, but also places significant emotional, financial, and psychological strain on their families. Caregivers often face stress, depression, and a loss of income while navigating the progressive decline of their loved ones. This campaign acknowledges these challenges and aims to reduce stigma, promote research support, education, and connect communities with supportive resources.

This campaign reflects the NWU’s commitment to academic impact through community engagement. It merges research, education, and real-world impact by involving students, staff, healthcare professionals, and local communities. By combining research and storytelling, the TRACTOR campaign seeks to foster empathy, catalyse social change and access to networks. This initiative reflects the university’s dedication to social responsibility and collaboration with communities.

The Rally Route

Start: Potchefstroom (30 August 2025)
End: Bredasdorp (12 September 2025)
Route Map: Potchefstroom to Calvinia
Route Map: Calvinia to Bredasdorp

Community Engagement

• Talks by healthcare professionals and caregivers
• Student volunteers doing service-learning
• Researchers doing specially focused research projects
• Storytelling and support group sessions
• Collaboration with local schools, businesses, volunteers and media

Symbolic Tractor

• Decorated by local artists
• Mini tractors distributed as tokens of remembrance

Digital and Social Media

• Live updates and videos
• Use of the hashtag #TRACTORforMemory

Fundraising and Sponsorship

• Funding partnerships with local businesses and organisations and personal, as well as “in kind” support as part of the voluntary teams in each town

Campaign Objectives

• Raise awareness and reduce stigma
• Support families and caregivers
• Educate communities
• Foster empathy through storytelling
• Engage in research and measure impact
• Collaboration with other networks in South Africa and internationally.