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DH launches new campaign to tackle dementia

March 4, 2011

The Department of Health has launched a new advertising campaign, created by DLKW Lowe, urging people to spot the early signs of dementia and to get early diagnosis.

The £1.2million campaign will feature TV, radio and print ads and was executed with the support of the Alzheimer’s Society. It launches on the 4th of March in two pilot regions - North West and Yorkshire & Humber - with a view to a national roll-out if successful. The TV advert, directed by Neil Harris, tells the story of a daughter who becomes concerned after noticing her father’s memory problems and encourages him to see the doctor. An early diagnosis means she can keep the dad she knows for a little longer, because he can now get the right treatment and support.

Charlie Snow, Director of Strategy at DLKW Lowe, said:


“The campaign reaches out to anyone worried about a loved one's memory loss - a key sign of dementia. It invites them to acknowledge the problem, have the difficult conversation, and encourage their loved one to see the doctor.” 

Sian Jarvis, Director General of Communications at the Department of Health, said:


"Last year's campaign ‘I have dementia - I also have a life’ was incredibly successful and showed that there is a real opportunity to change people's misconceptions about dementia through campaigns like these.

"With this campaign we've moved on to raising awareness of the symptoms of dementia - the FAST stroke campaign proved how successful this approach can be and it's also the focus of our  recent cancer early signs & symptoms campaign.  

"Symptoms of dementia  can be hard to communicate and we know that people's fear of this illness could act as a barrier to seeking help. DLKW Lowe has once again developed a sensitive approach to tackling a very difficult subject."


TVC airdate is: 4th March 2011