Dementia is the leading single cause of disability in older Australians. Due to the ageing of the population, the number of people living with dementia will increase significantly over the coming decades and there is pressing need for effective prevention strategies. One relatively unknown but modifiable risk factor for dementia is hypertension. ‘Healthy Heart Healthy Mind’ is a social marketing campaign that aims to create awareness of the link between hypertension and dementia, and encourage improved hypertension management in the target audience in order to prevent dementia. This paper describes the use of behaviour change theory and qualitative research undertaken with the target audience to inform the development of the campaign. Results of this research were important in devising campaign strategies, key messages and creative concepts.