Care Group Launches Dementia Awareness Campaign Ahead of Mother’s Day

A Surrey care group has launched a dementia awareness campaign ahead of Mother’s Day, as it looks to shine a light on the condition – especially its impact on women – with a view to encouraging people to stop, think and learn more about dementia.

Using ‘You’re My Mother’s Day’ as a visual, emotive representation of one of the major side effects – that of memory loss and failing to recognise family members – the campaign is seeking to broaden awareness of the complexities of dementia and to get people talking.

And with 65%1 of those living with dementia being women, CHD Living, a care group with homes across Surrey and South London, is looking to put a spotlight on a condition that an estimated 944,0002 people in the UK live with – a figure that’s set to rise to 1.6 million by 20403.

With Alzheimer’s disease the most common form of dementia, it’s easy to presume memory loss is the standard form of the illness, but with more than 200 types of dementia it can present itself in a wide variety of ways, with a broad range of symptoms.

CHD Living has launched the campaign to encourage more people to stop and think about the condition and learn more about its impact – and is using digital billboard messaging to broaden its reach.

Shaleeza Hasham, Head of Hospitality & Communications at CHD Living, commented: “The impact of dementia is profound. But many people only have a rudimentary understanding of the condition. All too often, it’s associated with memory loss, while Alzheimer’s is usually the only condition they may have heard of. We’re hoping to make people more aware of not only the different types of dementia, but also its symptoms and their wider impact.”

She continued: “Our ‘You’re My Mother’s Day’ billboard campaign is designed to make people do a double take, and hopefully encourage them to stop and think about the condition. And with two thirds of those with dementia being women, we felt Mother’s Day would provide an excellent opportunity to help project this messaging and make people take notice of what for some might look like a typo, but for others, is very much a reality. Mother’s Day is especially tough for those sons and daughters whose mothers may not recognise them, so we’re looking to get people talking and show them they’re not alone in their dementia journey.”

Rebecca Page, Head of Quality & Compliance at CHD Living and with longstanding experience in dementia care, said: “Alzheimer’s Research UK has done some fascinating research into why women are more impacted by dementia than men, much of it very eye-opening ¬– with longer life expectancy alone not explaining the disproportionate number affected. And the two thirds figure is something that’s born out in our homes, which is what led to the initial seeds of the idea for the campaign.”

She added: “Of course though it can affect anyone, and we’re hoping to help make people more understanding and aware of the signs and symptoms. Bruce Willis’ recent diagnosis with frontotemporal dementia has added a real spotlight to the condition, and we’re hoping we can build on that renewed interest.”

Alongside the billboard awareness campaign, CHD Living is also looking to create a dementia support community to provide advice and guidance to those who are supporting loved ones, friends or others in the community. While it will also offer the opportunity for people to connect with others going through a similar experience to them.

With several specialist dementia care centres amongst its services, CHD Living has more than 40 years of experience in caring for people living with dementia, and its team will be looking to hold community dementia cafes to help people learn more about dementia as a condition or to come to terms with a diagnosis.

Shaleeza Hasham concluded: “Dementia can feel a very lonely place – not just for those living with it, but for their family and friends too. By creating a sense of community around dementia, we’re hoping to help connect those who have had similar experiences, while also using our longstanding experience of dementia care to provide advice and guidance on the best approach to care. Our dementia cafes will be open to anyone who’s interested, but especially to those in Surrey and South London, which is where the majority of our care centres are based – so we encourage people in those areas in particular to register their interest.”