Record calls as Alzheimer's captivates the nation

Neil Hunt, chief executive, Alzheimer's Society says:

'On the eve of Mike's diagnosis, the Alzheimer's Society received a record number of calls to their helpline. The calls coincided with the first of a two-day special run by GMTV raising awareness of Alzheimer's. By 1pm we had received 3851 calls.

Today, Mike Baldwin, the lovable rogue who has been a familiar face on Coronation Street for the past 30 years will learn he has Alzheimer's disease. The diagnosis will shed light on Mike's recent memory problems.

Mike's Alzheimer's storyline is just that, a story. But for thousands of people across the country it's very real. Despite Alzheimer's affecting over half a million people in the UK, many people feel isolated and afraid to voice their concerns. Mike's story is bringing Alzheimer's disease out into the open and encouraging people to talk and understand it more. Alzheimer's is a physical disease which affects your brain. Mike can't help what's happening to him and that is nothing to be ashamed about.

Coronation Street is drawing attention to an important issue. We want people to know that the Society is here to help. We offer advice, information and local services to people like Mike everyday. The important thing is that people know they are not alone.

If anyone has concerns about their memory they should seek advice. They can call our helpline on 0845 3000 336 or talk to their GP. An early diagnosis will allow people access to support and drug treatments which can help.

They can also visit the Alzheimer's Society website at http://www.alzheimers.org.uk/.'  

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

Notes for editors

• In the lead up to the Coronation Street Storyline crescendo the helpline received the following number of calls:
  12 March 2006, 562 calls
  13 March 2006, 158 calls
  15 March 2006, 61 calls
  16 March 2006, 3,419 calls by 1pm
  901 calls were answered and 700 packs issued. By way of a comparison, for the same period last Thursday 9 March - quite a busy morning for a 'normal' day - we answered 38 calls.
• The Society has been working closely with the soap's researchers to make sure that the drama is as realistic as possible. Whilst the Society does not have control over the storyline we are delighted Coronation Street is researching it in a responsible manner.
• Interviews with Coronation Street actors and people with dementia can be arranged on request.
• At peak times in the storyline the Alzheimer's Society will be advertising a Coronation Street hotline for viewers to call if they have been affected by the storyline. It will be sending out an information pack to enquirers. The number that will be displayed after Coronation Street is 0870 600 2552.
• To coincide with the peak in the Coronation Street storyline the Society is launching its first ever direct response TV advert. People will be asked to support the Society by donating three pounds a month. The telephone number that donors should call is 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.