The Alzheimer’s Society has launched a new campaign calling on people in Bath to set aside their differences, and unite in the fight against dementia, as it’s set to become the 21st century’s biggest killer.
Celebrities and sports stars including Jo Brand, James Cracknell, Carey Mulligan, Meera Syal, Uriah Rennie and Robbie Savage are backing the biggest ever campaign from Alzheimer’s Society urging people to come together to defeat dementia.
New figures released by the charity from an Ipsos MORI survey reveal a deeply concerning lack of public understanding about one of the biggest health crisis facing society:
- 9% of adults (16 – 75 years of age) surveyed in the South West think that dementia only affects a person’s memory;
- 22% of adults (16 – 75 years of age) surveyed online in the South West believe that dementia is a condition that results in death;
- 21% of adults (16 – 75 years of age) surveyed in the South West would feel uncomfortable talking to someone with dementia face-to-face;
- 50% of adults (16 – 75 years of age) surveyed in the South West agree that dementia is the health condition they most fear developing.
Someone develops dementia every three minutes and there’s currently no cure – but Alzheimer’s Society says people with dementia tell them that they face dementia alone.
Debbie Donnison Regional Operations Manager for Alzheimer’s Society in the South West said: “We’re determined to bring everyone’s attention to the massive injustice faced by people with dementia and their carers, with too many denied the support they need.
“Alzheimer’s Society hears day in, day out about people with dementia and their carers struggling. Some people tell us about the impossible choices they have to make, from the carer having to choose between a knee operation and caring for her Mum, to a man with young onset dementia who had to give-up work and ask his daughter to pay the mortgage.
“There are estimated to be more than 2,600 people living with dementia in Bath and North East Somerset. We urgently need people to unite with us to improve care, offer help and understanding to those affected and find a cure. Together, we can bring about change.”
Jo Brand, Ambassador for Alzheimer’s Society said: “It’s deeply worrying that every three minutes someone develops this devastating condition. What’s almost as worrying is despite not being able to prevent it, cure it or even slow it down, the funding of dementia research is far too low. We need everyone to unite against dementia and change this now.”
Alzheimer’s Society is the UK’s leading dementia charity and is there for everyone affected by dementia.
They launched the campaign yesterday with a TV advertisement voiced by acclaimed actor Bill Nighy at its heart. Through the campaign, they aim to change the landscape of dementia forever, reaching every single person affected by the condition to offer help and support.
The ad, directed by Oscar and BAFTA-nominated Daniel Barber and set to an original score by Will Gregory of Goldfrapp, plays upon issues that can cause divisions in society including age, gender identity and whether people voted in or out in the recent EU referendum.
Alzheimer’s Society is urging everyone to come together and unite against dementia. There are many ways you can get involved – whether it’s becoming a Dementia Friend, campaigning or donating to fund research for a cure. Unite now at alzheimers.org.uk.
