New campaign to raise awareness of dementia signs

The government has launched a new campaign aimed at increasing awareness of the signs and symptoms of dementia.

Many people overlook the early signs of the condition, but this is the time when treatment may be most effective.

Figures suggest that nearly 400,000 people in England alone may not be getting beneficial support because they are yet to be diagnosed.

The new £1.2 million advertising campaign – which will be piloted in the north-west and Yorkshire and Humber – is designed to reach many of these people and their families.

Care services minister Paul Burstow said that many people wrongly put memory problems down to “senior moments”.

“But if you are worried, the sooner you discuss it and help the person seek support the better,” he advised.

“Being diagnosed with dementia won’t make the condition worse, but leaving it untreated will.”

The campaign launch comes just a day after Mr Burstow said there was “no place for arbitrary age discrimination in the NHS” as he announced a new consultation on the Equality Act.

He confirmed that the Department of Health will not be seeking any exceptions to the planned implementation of the legislation – a fact that he believes sends a clear message about the unacceptability of age discrimination in health and social care.