Written by Active Minds on Tuesday the 15th of March 2016.
You can now watch the UK’s first Alzheimer’s television and cinema advert. The advert is a part of a Fightback that’s been launched by Alzheimer’s Research, the UK’s most prominent charity, to create awareness and tackle the disease. The overall aim of the fightback is to empower society and educate people about the effects of those living with dementia and their loved ones. Alzheimer’s Research hope to encourage even more people to learn about the disease, help to fund crucial research and create a culture of understanding around Alzheimer’s disease and dementia.
Alzheimer’s Research has been a charity for 22 years and the fightback sees it move increasingly into the public eye and launch itself even further on a national scale. The TV and cinema advertising campaign uses archive footage from news reports and programmes over the past 30 years, highlighting the changes in attitudes and increased understanding of the disease. A whole host of celebrities have joined the cause and also appear in the advert, showing that the disease can strike anywhere and across all sections of society.
Celebrities such as the late Sir Terry Pratchett, Dame Joan Bakewell and actors Seth Rogen and James Nesbitt have lent their voices to the campaign. Dementia and Alzheimer’s are seen as some of the most widespread and challenging diseases faced by the older generation in the UK; it is now thought that over 45% of adults over the age of 55 believe dementia is the single most prominent medical issue facing the UK. Dementia affects over 850,000 people in the UK at the time of writing and it is hoped that the fightback will see the same kind of advances made as other diseases such as Cancer and AIDs which were helped with widespread campaigning. An increased awareness of these diseases inspired funding and further research which have helped to encourage medical progress.
One of the most widespread perceptions about dementia and Alzheimer’s is that they are incurable and cannot be stopped. This is why Alzheimer’s Research UK is so committed to launching their fightback. With more research, world-class scientists can make the breakthroughs that have affected other diseases and help to find more solutions and preventative measures to slow down the effects of dementia and Alzheimer’s.
Charities such as Alzheimer’s Research UK need support from the public and advertising campaigns play one part in inspiring a change of perception. Tim Parry, who is the head of Communications at Alzheimer’s Research UK hopes that a strong advertising campaign will help to get important messages across to the British public about what they can do to help fight Alzheimer’s and the importance of more research.