Andy Bannister
Business Director at Serco Global Services
London, United Kingdom
TitleDementia Friends
Agency
Campaign Dementia Friends
Advertiser Public Health England
Brand Dementia Friends
PostedMay 2014
Business Sector Government & Other Authorities
Story We have gathered some of England’s best-loved performers to star in a new short online film, part of which airs as an advert, to raise awareness of a new Dementia Friends campaign from Public Health England and Alzheimer’s Society highlighting that people with dementia can still live fulfilling and rewarding lives with a little help, understanding and kindness from those around them.
Celebrities and Alzheimer’s Society ambassadors perform one of The Beatles’ most memorable tracks ‘with a little help from my friends’ including Lily Allen, Chris Martin, Ray Winstone; Pixie Lott; Paul O’Grady; Leighton Baines; Fiona Phillips; Ruth Langsford and Eamonn Holmes; Simon Pegg; Hugh Dennis; Amanda Holden; Alesha Dixon and Ruth Jones and Sir Terry Pratchett, alongside Gina Shaw, a 61 year old singer and former nurse from Liverpool who has dementia.
Dementia is one of the biggest health crises facing the UK – around one million people will be living with dementia in England by 2021.
The film will encourage viewers to become a Dementia Friend – which means gaining an understanding of the challenges faced by people with dementia and learning a few useful tips to help make life better for those living with the condition. To become a friend, individuals watch a short online film, which explains what dementia is, how it affects individuals and what people can do to help those living with the disease.
The initiative forms part of the Prime Minister’s Challenge on Dementia, and builds on commitments declared at the 2013 G8 Dementia Summit, which included a call to improve the quality of life for people living with the disease. 
Media Type Television
Length
Strategic Business Lead

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