We'll be there for you. Again, and again, and again 💙

I’m sorry to have to say this, but to call this a step backwards is a massive understatement. History tells us what happens when people are dehumanised by a narrative, and you can’t get much more dehumanised and being described as dead. What were you thinking?

Thanks for your comment. We hear your concerns. In a short TV ad, it’s tough to reflect everyone’s reality of dementia, so we chose to show a reality that resonates with a lot of people. The ad was co-produced – from concept to creation – with 100s of people directly affected by dementia. If you have questions about why we’ve made it, and how we worked with people directly affected by dementia, please take a look here:

My Mum has dementia and saw this advert on TV out of the blue today. She was visibly upset by it and kept asking me if it means she is going to die soon. You weren't there for me to help calm her down & reassure her! Totally inappropriate advert!

We're really sorry to hear your mum was upset by the campaign. We know it's a strong message and the goal is not to distress but to make the general public more aware of how dementia needs to be a national priority.

Imagine telling someone who's suffering from a debilitating neurological disorder that they keep dying.

Hi, thanks for your comment. The new ad isn’t an easy watch, but we know it shows a reality that resonates with a lot of people. If you have questions about why we’ve made it, and how we worked with people directly affected by dementia, please take a look at this page of our website:

This advert is wrong on many levels. My mum has dementia and she is very much alive. It’s not easy sometimes but we still share lots of laughs and love. Please take it down.

Thanks for sharing, Aidan. We understand that everyone’s experience of dementia is different, for people living with dementia and their loved ones. But we also know that dementia is progressive, and there’s currently no cure. Our vision is for a world where dementia no longer devastates lives, but to get there, we need decision-makers to make dementia the priority it deserves to be. Raising more awareness and concern among the general public by showing just how devastating the reality of dementia can be, and importantly how Alzheimer’s Society will be there at every part of the journey, will help support that goal. If helpful, we have more information on why we took this approach, and how people directly affected by dementia were involved, on our website.

I don't know what you're aiming for but this is horrible. We don't need to be more terrified. The emotions are so hard but this is the opposite of what your message should be. All the stages hurt but the love & life blazing inside to the very end should always be at the front.

Hi, thank you so much for taking the time to share your feedback/thoughts/feelings on our campaign video. Your views are really important to us. Is it OK to drop you a DM so we can answer some of your questions more fully?