New NHS dementia awareness campaign launched

Published 1 March 2010

One in three (32 per cent) people are uncomfortable around people with dementia according to new research.

Image of one of Department of Health print ads supporting the new dementia awareness campaign The full results of the MORI poll were announced by Care Services Minister Phil Hope today as he launched a new NHS dementia awareness campaign.

The new 'Living Well' campaign employs real people with dementia who declare 'I have dementia - I also have a life' to educate the public about the condition and demonstrate the simple things everyone can do to help people live well with dementia.

The MORI poll also found:

32 % of those surveyed said 'I would find it difficult to spend much time with someone who has dementia'
53 % said they do not know enough about dementia to help someone who has it
81 % agreed that some people with dementia can still take part in normal activities

People with dementia today challenged public perceptions by ballroom dancing at the campaign launch event at Pasha, the London nightclub.

Phil Hope said:

'Dementia doesn't discriminate and neither should we. Our research shows that too often people fear dementia and this causes them to avoid people with the condition, making them feel isolated and stigmatised.

'We want to start to break down this stigma and show the simple things you can do to help people live well with dementia.

'Some people face great difficulties living with dementia - the 'Living Well' campaign is not meant to downplay their experiences. We want to show that, with the right support, people can live well with the condition and continue to do the things they enjoy for a number of years following diagnosis.'

The campaign will appear on TV, radio, online and in print across England. It asks people to take a moment to find out more about dementia and provides five simple ways to help someone living with the condition.

Respect and dignity - focus on what the person can do, not what they can't.
Be a good listener and be friendly - Support and accept the person, be patient.
Do one little thing - cook a meal or run an errand, it all helps.
Make time for everyone - partners, children and grandchildren will be affected. Could you do something to help one of them?
Find out more - Understanding dementia makes living with it easier.

Ruth Sutherland, Acting Chief Executive of Alzheimer's Society said

'People with dementia tell us that, once diagnosed, others begin to act differently or avoid them altogether. This has a huge impact on their lives, but we know that with the right support people can continue to enjoy a good quality of life.
'Alzheimer's Society has been delighted to support this first step to tackling fear and misunderstanding that surrounds dementia. One in three people over 65 will develop dementia so it is vital we all understand how to better support those living with the condition.'

Also attending the launch was the recently appointed National Clinical Director for Dementia , Prof Alistair Burns who said

'Despite the fact that most people will be touched by dementia at some point in their lives, understanding of the condition, and how it is managed, is poor. We want to start to increase understanding, break down stigma and show some simple things you can do to help people live well.

'What's good for your heart is good for your head and for your mind. Dancing is particularly good for people with dementia as it can help increase coordination and keep people active. It is a skill that people may remember when their memory starts to deteriorate.'