Dementia is set to become our biggest killer, with someone developing it every three minutes and one million expected to have the condition by 2021. However, there is currently no cure. Alzheimer’s Society believe that too many people are facing this alone, without adequate support, and that now is the time for us to take action.

Their new campaign (below) hopes to highlight this and has prompted TV stations to unite to premier it – the first time ever for a charity.

Vivienne Francis, Director of Marketing and Current Affairs at Alzheimer’s Society, said: ‘The campaign reflects some of the realities of society, taps into uncomfortable post-Brexit truths and challenges assumptions by showing that everyone can, and needs, to come together in the face of dementia.

‘Being united against dementia underpins our ambition to galvanise a dementia movement and reach every single person affected by dementia through our services – as well as improving care, offering help and understanding and ultimately finding a cure. Now is the time to change the dementia landscape forever.’

Celebrities and sports stars including Jo Brand, James Cracknell, Meera Syal (pictured), Robbie Savage and Uriah Rennie are also backing the campaign. 

Research conducted by the charity and Ipsos MORI has found that only 22 per cent of people know that dementia is a condition that results in death while 28 per cent believe that there is a cure.

Alzheimer’s Society is the UK’s leading dementia charity. It provides information and support, improves care, funds research, and creates lasting change for people affected by dementia in England, Wales and Northern Ireland.

Find out more about Alzheimer’s Society’s vital work, how you can support it, services in your community or become a ‘dementia friend’ at alzheimers.org.uk.