Mike Baldwin's lasting legacy: 'Let's get people talking about Alzheimer's disease'

The Alzheimer's Society, the country's leading dementia care and research charity, hopes the storyline will get people talking about Alzheimer's disease.

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

'Today sees a heartbreaking end to this dramatic soap storyline, but for thousands of people living with dementia in streets up and down the country the battle with dementia goes on. If Mike Baldwin can leave one lasting legacy we hope that it will get people talking about Alzheimer's disease.

Mike's Alzheimer's story is just that, a story. But for the 750,000 people with dementia in the UK it is very real. For the 'real' Mike's out there the Alzheimer's Society is here to help.

Every individual experiences Alzheimer's disease differently but this storyline has shown that Alzheimer's disease is a medical condition of the brain that can affect anyone and is not a natural part of ageing. It has helped to challenge the stigma that still surrounds dementia.

For many people the onset of Alzheimer's is much slower. Mike's symptoms have rapidly deteriorated because of secondary conditions; he has had a stroke and also develops pneumonia. Most people with dementia live with the condition for much longer and require several years of extensive care giving.

The impact of this storyline should not be underestimated, it has brought dementia into people's living rooms and has got people of all generations talking about Alzheimer's disease, which for too long has been a taboo. Our helpline has had a record number of calls from people needing more information, help and advice. The Society will be working hard to make sure that this continues - if we are to defeat dementia we must make people think again. We will be working tirelessly to increase awareness of Alzheimer's disease and the fact it affects everyone.'

For press enquiries, contact the Alzheimer's Society press office.

Notes for editors

• The Alzheimer's Society's helpline 0845 3000 336 has received record numbers of calls since the start of the Coronation Street storyline.
• 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 St 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.
• 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/.