New campaign reveals how dementia puts the ultimate vow of ‘in sickness and in health’ to the test

The realities of living with dementia are laid bare in a moving campaign launched today by Alzheimer’s Society.

Couples from across the UK have opened their hearts about the devastating impact the condition has had on their relationships. But they have also shared how, despite everything, love remains.

For many, a dementia diagnosis tests relationships like nothing else- whether that be relationships between partners, families, friends, or any other kind of relationship impacted by dementia. 

By highlighting the changing nature of intimate relationships following a dementia diagnosis we shine a light on the challenges couples face, and how Alzheimer’s Society vows to be there for them no matter what. We're also urging supporters to help us reach more people by donating to the cause.

The campaign features an emotional TV and radio ad, narrated by actor Colin Firth, which shows how dementia can change the dynamics of a relationship.

We vow to help end the devastation caused by dementia, with dedicated support and life-changing treatments.

Together we are help and hope for everyone living with dementia.

Find more information at https://t.co/ux5BSBHeQd. pic.twitter.com/cJP2BTqONJ

— Alzheimer's Society (@alzheimerssoc) March 9, 2023

The launch of this campaign coincides with the reveal of Alzheimer’s Society’s revitalised brand including a new look, feel and brand promise.

The new logo heroes a modernised forget-me-not flower, which has been used by the charity since 2010.

The new brand line, “Together we are help & hope for everyone living with dementia” encapsulates that Alzheimer’s Society is a vital source of support for everyone living with dementia today, and a powerful force for change by campaigning to make dementia the priority it should be and funding ground-breaking research discoveries. 

The revitalised brand will start to be seen across every touchpoint of the charity over the coming months, with the view to drive awareness, understanding and fundraising of Alzheimer's Society.

Kate Lee, Chief Executive of Alzheimer’s Society, said: “A third of us will develop dementia in our lifetimes, making it the biggest health and social care challenge we face.

“Caring for a partner with dementia is fulfilling the ultimate relationship vow, but navigating your way through ‘in sickness and in health’ can be overwhelming.

Our vow to people affected by dementia is that we will be there, we will provide hope, and we will help you climb those mountains.

“But we simply can’t reach everyone and that’s why we’re calling on the public to donate. This is not a problem that is going away – the number of people living with dementia is only going up.

“Our website saw a massive 12,000% increase in visitors following news that actor Bruce Willis was diagnosed with dementia. It’s a hugely useful resource for anyone looking to learn more about the condition.”

In addition to a ‘relationships hub’ on our website where people can find advice, people affected by dementia can access ‘peer-to-peer’ support by visiting Talking Point, our online community and forum.

Meanwhile, Mary McCartney, Sir Paul McCartney’s daughter, has taken photographs of couples affected by dementia that will appear on billboards from Monday 13 March.

Among them are Caroline Preston, of Derby, and husband Mark, who was just 42 when diagnosed with frontotemporal dementia in 2021.

The couple, who have a three-year-old son, struggled to get Mark’s condition diagnosed. Caroline noticed subtle changes in her husband’s behaviour as early as 2018, but because of his age it was mistaken for depression or stress by health care professionals.

Caroline says: 

I’ve found a lot of support and information from Alzheimer’s Society. I use the website to inform myself about his rights and the support we can get.

“I can’t change his diagnosis – there’s no magic wand. But I know he’d be proud of what I’ve achieved for him.”

Talking about the photo shoots, Mary McCartney said: “I’ve always been drawn to people and their relationships, focusing my photography on discovering those rare moments of unguarded, emotionally charged intimacy.

I hope these images help to raise awareness of both dementia and the crucial work of Alzheimer's Society.”

Broadcaster and writer Richard Madeley, an Alzheimer’s Society supporter, is also backing the campaign. He said: “Alzheimer’s Society’s new campaign brings home how caring for a partner with dementia truly fulfils the ultimate marriage vow of ‘in sickness and health’.

The campaign doesn’t shrink from shining a light on the harsh realities of living with dementia, while showing how love has its own extraordinary power to shine through the darkest times and uplift battered spirits.

“There’s a huge sense of hope that’s unmistakably transmitted by the couples involved in this extraordinarily moving campaign - and that’s directly thanks to Alzheimer’s Society. Because of their support, people don’t have to face dementia alone.”