TRACTOR Awareness Rally Rolls Out to Champion Memory Care
- Karen Scheepers
- Sep 2
- 4 min read
On Saturday, 30 August 2025, the TRACTOR Awareness Rally (Together Rallying Across Communities To Overcome Remembrance-loss) officially set off from Samuel Broadbent House in Potchefstroom. The rally, covering 1,900km all the way to Bredasdorp, is more than a road trip. It is a moving initiative aimed at raising awareness around dementia and Alzheimer’s disease, connecting families, and uniting communities in the fight against memory loss.
The ribbon was cut at 11:00 by Bibi Bouwman, Director of NWU Sustainability and Community Impact, marking the start of a 14-day campaign that blends symbolism, advocacy, and action.
Origins and Purpose
The rally is the brainchild of Esmé Marks, brought to life through the support of the North-West University (NWU) Faculty of Health Sciences and coordinated by NWU support staff. The idea was sparked by the emotional and social realities faced by caregivers across South Africa. By travelling slowly across the country, the rally reflects the long, often challenging journey that families endure as they care for loved ones experiencing memory decline.
Samuel Broadbent House, a specialised Alzheimer’s care facility in Potchefstroom, provided a fitting backdrop for the launch. The venue underscored the project’s emphasis on dignity, remembrance, and the importance of specialised support.
The Symbolism of the Tractor
At the heart of the campaign lies the humble tractor, transformed into a powerful metaphor. Representing endurance, memory, and resilience, the tractor was decorated by local artists, turning it into a moving artwork. Along the route, miniature tractors are handed out as tokens of remembrance, offering a tangible way for communities to connect with the message.
This symbolic choice is not coincidental. Much like the slow, steady movement of a tractor across farmland, the journey of dementia care is marked by persistence and patience.
Route and Community Stops
The rally’s path stretches from Potchefstroom to Bredasdorp, moving through Calvinia and a series of towns in between. Along the way, each stop is carefully planned to combine public engagement with education and support.
At every town, the programme includes:
Talks by healthcare professionals offering insights into dementia and Alzheimer’s.
Storytelling sessions where caregivers and families share experiences.
Student volunteers engaging in service-learning activities.
Community collaborations with schools, businesses, and local media.
Support groups and information stands to connect families with resources.
These activities are designed not only to educate but also to foster empathy, reduce stigma, and build networks of support.
Research and Social Responsibility
According to De Jager et al. (2017), more than 187,000 South Africans aged 60 and above live with dementia, a figure projected to reach 250,000 by 2030. The impact of the condition is far-reaching, financial strain, emotional stress, and caregiver burnout are common experiences.
The TRACTOR Rally takes these statistics out of academic journals and into lived reality. By blending research with storytelling, NWU demonstrates how a university can move beyond classrooms and labs to make a direct difference in society. This campaign aligns with the university’s mission of merging academic impact with community responsibility.
Researchers involved in the project are also collecting data during the journey, ensuring the campaign contributes to both awareness and scholarly understanding of dementia in South Africa.
Day Four: Hope Town Connection
As of Tuesday, 2 September 2025, the rally is in its fourth day, visiting the Hope Town Clinic. Here, the team is engaging directly with families and caregivers, hearing their stories, and sharing resources. Esmé Marks, serving as Project Manager, emphasised the importance of these moments: “Every conversation is a reminder that behind every statistic lies a family navigating the complexities of memory loss. This rally is about making sure they are not forgotten.”
The clinic visit highlights the rally’s dual mission, to raise awareness while building human connections. Families gain access to information, caregivers receive encouragement, and communities are reminded of the power of empathy.
Harnessing Media and Partnerships
The rally makes use of digital platforms to amplify its reach. Live updates, short videos, and community stories are shared online with the hashtag #TRACTORforMemory, allowing those not on the route to follow along.
Funding and logistical support come from a network of businesses, organisations, and volunteers. This collaborative approach ensures sustainability while reinforcing the idea that dementia care is a collective responsibility, not a solitary one.
Looking Ahead
The rally will conclude in Bredasdorp on 12 September 2025. Yet, its organisers stress that the journey is not just about the kilometres travelled. Each stop represents a ripple effect, more informed families, empowered caregivers, and communities ready to talk openly about memory loss.
A Movement in Motion
The TRACTOR Awareness Rally is more than an event, it is a statement of solidarity with every family affected by dementia and Alzheimer’s. By weaving together symbolism, education, research, and storytelling, it creates a moving platform for change.
As the tractor continues its journey southwards, it carries with it not only the voices of those who speak but also the memories of those who cannot. For families facing the challenges of memory loss, this rally serves as a reminder that their struggles are shared, their stories matter, and their resilience is a source of hope.
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