Fundraising first forces dementia out of the shadows onto prime time TV

'It hasn't just switched off his memory. It has systematically shut down his life.'

Barbara Pointon

Barbara's powerful words launch the Alzheimer's Society's first ever direct response TV campaign on Friday 17 March. There is nothing Barbara can do to stop Alzheimer's disease shutting down her husband's world but she has shared her story and treasured family film footage to help the millions affected by Alzheimer's disease now and in the future.

The new ad, which will be broadcast throughout the country between March and May, highlights the devastating impact Alzheimer's disease has had on Malcolm's brain, and the couple's life.

Neil Hunt, chief executive of the Alzheimer's Society, says,

'This is a fundraising first for the Alzheimer's Society. For too long Alzheimer's has been a silent disease, with the people affected isolated in society. We hope this powerful new ad will not only give us a fundraising boost but will bring dementia out of the shadows.

The death of Malcolm's memories depicted in this advert shows the shattering effect Alzheimer's disease has, not just on the individual but on everyone around them. There is still a lot of stigma surrounding Alzheimer's disease and other forms of dementia. This prime time ad will make people think about dementia and what they can do to help ensure that no one goes through dementia alone.

We are appealing for donations of just £3 a month, which would help us run support groups and helplines for anyone affected by this cruel disease, and help us defeat dementia by funding more research.'

For more information, contact the Alzheimer's Society press office.

Notes for editors

• Pictures from the Society's campaign are available on request. Interviews with Barbara Pointon can also be arranged.
• Barbara cares full time for her husband Malcolm in their own home. The couple live in Cambridge.
• For information on when and where the TV ad will be appearing in your region please call the press office.
• To donate to the Alzheimer's Society fundraising campaign call 0800 288 8845.
• The Alzheimer's Society is the UK's leading care and research charity for people with dementia and their carers.
• Over 750,000 people in the UK have dementia. More than half have Alzheimer's disease.
• Dementia affects one in 20 people over the age of 65 and one in five over the age of 80.
• There are 18,500 people in the UK under the age of 65 with dementia.
• For information and advice on Alzheimer's disease or other forms of dementia call the Alzheimer's Society national helpline on 0845 300 0336.
• Our website address is: http://www.alzheimers.org.uk/.