Michael Parkinson backs DoH dementia drive

Michael Parkinson: backs DoH dementia drive
Michael Parkinson: backs DoH dementia drive

The Department of Health is reviving its dementia awareness drive in partnership with the Alzheimer's Society, with fresh support from Sir Michael Parkinson, Fiona Phillips and Gordon Banks.

The three-month government campaign, called 'A Day to Remember' launches today (21 September), World Alzheimer’s Day.

The campaign aims to increase early diagnosis rates for dementia across the UK by encouraging friends and family members to spot the early signs of the condition, and to act on them by visiting their GP.

A new film on www.nhs.uk/dementia features Parkinson, Phillips and Banks talking about a clear memory, and then discussing the ways in which their lives have been touched by dementia.

It is supported by press activity that targets children of people that could be suffering from dementia.

Sheila Mitchell, director of marketing at DoH, told Marketing: "Since the campaign ran we’ve had a 26% increase in people coming to their GPs mentioning the signs and symptoms from the ad, and off the back of that there has been a 23% increase in onward referrals into memory clinics.

"That gave us the business case to say there’s so many people undiagnosed, let’s run that communication again."

A TV ad, created by DLKW Lowe, which originally launched in March, will also return.

It tells the story of a daughter who becomes concerned after noticing her father’s memory problems and encourages him to see the doctor.

It ends with the line: "If you’re worried, see your doctor."

The work forms part of the prime minister’s 'Challenge on Dementia' push that aims to change people’s understanding of the condition and to make the UK a leading country on dementia care and research by driving up diagnosis rates and increasing investment in research.

David Cameron said: "Dementia is a devastating disease that puts enormous strain on people and their families.

"Shockingly, nearly 400,000 people are unaware that they have the condition and so we want to make sure more people know what dementia is and how to spot those tell-tale signs.

"With the number of sufferers set to rise in the years ahead, I am determined that we go much further and faster on dementia. 

"That's why I launched a Challenge on Dementia in March, doubling the research budget and working across society to improve health and care, and supporting people to live well with the condition."

New research from the DoH reveals that 50% of people asked would find it hard to talk about dementia to a friend or family member if they thought they might have it.

In addition, 33% of people said personal concerns like upsetting someone would discourage them from talking about memory loss with a friend or relative, while 63% of people would not be confident in telling the difference between the signs of dementia and the normal signs of ageing.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer