Families across the UK settling in to enjoy Christmas television this festive season may notice something different between their favourite ITV programmes. From 23rd to 31st December, Alzheimer’s Society will launch a moving campaign in partnership with ITV, designed to raise awareness of dementia and its impact on individuals and families.
The campaign, voiced by Ruth Langsford, a Loose Women panellist and ambassador for Alzheimer’s Society, aims to reach millions of viewers during the festive period. Ruth, who has experienced the effects of dementia firsthand through her late father, Dennis, and her mother, Joan, shared the heartfelt reasons behind her involvement:
“Christmas should be a time of joy and togetherness. Sadly, for the one million people in the UK living with dementia, it can also be a time of heartbreak and loss. I’m honoured to be part of this campaign, highlighting the challenges faced by so many families and offering hope through the vital support of Alzheimer’s Society.”
The campaign takes an innovative approach, with subtle changes to images and sounds during programme announcements to symbolise the disorienting effects of dementia. Ruth encourages viewers to share these messages with family and friends, helping to spark conversations about a condition that affects one in three people born today.
Alzheimer’s Society provides invaluable support to those affected by dementia, offering practical advice, emotional guidance, and help in navigating the challenges of caregiving. This Christmas, the charity is inviting the public to donate, share their stories, or find out more about their work.
To contribute to this vital cause, visit alzheimers.org.uk/Christmas or call their support line on 0333 150 3456.
