On 3rd October 2024, Alzheimer’s Society unveiled a powerful new campaign, Behind Closed Doors, to highlight the stark reality of dementia and the lack of support available for families affected by the condition. The campaign, fronted by TV presenter Anna Richardson, whose father lives with vascular dementia, launched an immersive installation at London’s Southbank, aiming to shed light on the often-hidden struggles faced by those caring for loved ones with dementia.
The installation encourages the public to hear, see, and share the lived experiences of those dealing with dementia, emphasising the sense of isolation and overwhelm felt by families as they are left to pick up the pieces where health and social care systems fall short. Alzheimer’s Society is calling for a national conversation on dementia, urging the UK government to prioritise the condition, which has become the country’s leading cause of death.
With over 1 million people currently living with dementia in the UK—a number projected to reach 1.4 million by 2040—the charity’s campaign comes off the back of alarming new research. The findings reveal that family carers feel unsupported, with over 50% reporting that their mental and physical health has been negatively impacted by the caregiving burden.
Celebrity supporters including Anne-Marie Duff, David Baddiel, and Suranne Jones, all with personal connections to dementia, have lent their voices to the campaign, bringing to life real stories of desperation from Alzheimer’s Society’s helpline.
Kate Lee, CEO of Alzheimer’s Society, described dementia as the “biggest health and social care issue of our time,” noting that one-third of those living with dementia remain undiagnosed, cutting them off from essential support and treatment. Lee stressed the importance of sharing these hidden stories to make dementia an urgent political priority.
The campaign aims to hold decision-makers accountable, ensuring the nation’s biggest health crisis is no longer ignored. By encouraging people to share their experiences through a dedicated platform, the charity hopes to ignite a movement that pushes dementia to the forefront of national conversations and policy decisions.
Through the Behind Closed Doors campaign, Alzheimer’s Society hopes to lift the veil on the devastating impact of dementia, ensuring that those affected receive the recognition, support, and care they so desperately need.
