Society streets ahead with new fundraising appeal

Coronation Street fans have seen Mike's mental and physical health deteriorate in the last few months as he battles with Alzheimer's disease. In a new emotive direct mail campaign, which will hit doormats from Tuesday 4 April, Johnny asks donors to help change the script for thousands of people living with Alzheimer's disease by supporting the Society's work.

Johnny says,

'I was lucky when the director said cut I could walk away from Alzheimer's disease. Thousands can't. To see someone like Mike affected by Alzheimer's does bring it home that it is not just older people who develop this dreadful illness and it isn't just the person with dementia who is affected, its everyone around them too. That's why the work of the Alzheimer's Society is so important. To make sure those who are going through this don't have to go through it alone.'

The appeal also features the story of Denise and Stan Lintern from Maidstone. Unlike Mike Baldwin their Alzheimer's story is very real. As Denise explains,

'It's his smile I miss most. But I still have him to cuddle. The disease may have taken away the Stan I knew, but it hasn't taken away the Stan I love. He's now locked away in his own world - not a glimmer in his eyes to tell me what he's thinking or what he wants. But, after being married nearly 40 years, I think I know.'

Jo Swinhoe, director of fundraising at the Alzheimer's Society, says,

'The latest Coronation Street storyline demonstrates that dementia can affect every street in the country, yet people with dementia and their families are not getting the care and support they need, and we still have so much to learn in our search for a cure. It is vital that we do more to raise awareness of dementia and to increase support for the Society's work. With over 17 million viewers the Coronation Street storyline was too good an opportunity to miss. We hope this new fundraising appeal, combined with our new TV campaign launched in March, will encourage people to think again about dementia and help those living with this devastating condition.'

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

Notes for editors

• Pictures and further details about the appeal are available on request.
• Interviews with Neil Hunt chief executive of the Alzheimer's Society available on request.
• In March the Alzheimer's Society launched its first ever direct response TV appeal.
• 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/.