Gone too far? – Cure Alzheimer’s Fund’s – Daughter and Mother Ad.

And we have another Ad campaign on the complete opposite end of the scale to #Sharetheorange as it goes straight to the emotional stuff.

“It gives us an opportunity to share a different side of the story with potentially a new audience.”

I am going to go ahead and link the article from US Ad week below, give the video a watch and then let’s talk about it.

BBDO’s New Alzheimer’s PSA Heartbreakingly Dramatizes the Impact on Caregivers

First thoughts – Oh she is young, but I can see it I guess (both the mum and daughter at this stage, as you can be as young as 20 and get dementia and young carers is sadly a thing.)

– side note I wish the camera was more steady, you with me on that one right?-

Then we go to keys in the fridge, classic. Lack of appetite, yep.

‘I know I love you’ … wooooow there, it’s going there, hm hmmm. And we are not even halfway guys.


Going out without a coat and the struggle. is. real.
It definitely makes me think what would you do in that situation, and when I was there I certainly didn’t handle it well, we are all human.



I guess what I want to say is hats off to them because you have to get peoples attention somehow. But the ultimate message of the video, yes it gets to the point but I am still a bit puzzled. Maybe not puzzled, I just wouldn’t have gone there.

You wouldn’t put your daughter through this when she’s young. Let’s make sure it doesn’t happen when she’s older

Yes cure Alzheimers, yes help caregivers, this stuff happens in real life. And I think we need both kinds of ad campaigns in order to give the fuller picture. I said #Sharetheorange didn’t go far enough, and this one went there, even if it did leave a weird taste in my mouth (as the turn of phrase goes.)

Let me know your thoughts, I obviously support both and they both have a role to play, but would you say its controversial or honest?

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What are your thoughts on the #SharetheOrange campaign with Alzheimer’s Research UK launched today? As a person passionate about raising awareness and sharing my experience let me put my 2 pence worth in.



If you only read this one point – Its time to take Dementia seriously and give a chance to be able to cure it. 

As I work in advertising (kinda) I will normally always have an opinion on the latest campaigns, and I remember the previous 2016 one with the same analogy. I remember thinking then this is a serious issue I didn’t know a lot about and how sad it must be, and look at me now!

Some would say sharing something on social media is the best way to get a message out there. Think of videos going viral, and watching or liking things because you trust your friend’s tastes, and the number of touch points a post has means it more likely to be shown to you, therefore, click on it but I digress.

I think this campaign is well needed, it’s soft and easy to engage with. I have no stats behind what I am saying, but when you share something that’s feel good or for charity, it has a knock on effect for you too, so why not play on the positive reaction in order to get such an important the message out.

It’s 24- 35 years old being the demographic that uses social media the most, and they are the people that need this message the most, it’s coming for us guys, we need to help make a change! And while I feel this is a soft campaign, I think it has to be for a mainstream audience, and for that reason it certainly doesn’t go far enough.

I 100% stand by this campaign and fully support it, but I guess I am coming from seeing the disease in a harsher place, and can’t wait for people to start seeing it in its true reality and taking it more seriously.

There are some big battles out there to fight in regard to dementia, and this is a welcome introduction to the masses to acknowledge the misconceptions and get on board. We need to change our way of thinking about it and then take action on it.

I haven’t even gone into the facts here like the whole reason they use an orange is that a person living with Alzheimer’s brain has shrunk THAT MUCH. Is that not crazy! I am going to link below a few other resources I would highly recommend checking out if you really want to know the impact the disease has and why we need to find a cure or any way to help asap.

I would love to know your thoughts on this Share the Orange campaign from whatever your viewpoint. I have no doubt my viewpoint must be completely different to that of one of my friends who hasn’t had much interaction with the concept of dementia and its impacts. Please comment down below, tell me what you think and let’s get the conversation going!


The condition has been blighted by misconceptions for generations, and it’s now time to turn our fatalism into hope, and research holds the key to overcoming the diseases that drive the symptoms.

Hilary Evans, chief executive of Alzheimer’s Research UK


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Dementia in the News – Care homes turning away people with advanced dementia

I always keep my eyes peeled for where dementia is in the news and this one does not surprise me, with care homes turning people away. 

father in EMI carehome
My father straight out of Hospital and into the EMI care home he spent several months in.

I found the story here, and I can’t for the life of me find the original it refers to however let me break this down for you:


  • Care homes are not taking some people on board with dementia
    • The word ‘cherry picked’ is used in the article and let me tell you its right when it comes to finding homes for people.


I can only ever speak from my own experience but with such a blanket term as Care home can lump a lot of different forms into one. People at varying points of living with there dementia will need different care needs, and that also comes with a varying degree of money and expertise to give the best care possible.

An example of what I have first-hand experience with is EMI  care home. That is a very different ball game to that of say a residential care home. This is speciality care, that comes at a hefty price increase for somewhere that would have the basic of facilities and care in place. And this is not suited for someone with early to mid stages of dementia (in my opinion). This was an awful option for my father, to what felt more like a mental asylum. And even in speciality homes, not everyone will take people in, and certainly if you are not paying a premium for the service.

Now in their defence, they want to give the best care they can, and more often than not there is not enough money, time or care in the system to be able to help. In an ideal world we would be in a society where we can care for our elderly in family homes with extra care but thats a bigger problem completely!

But reality can suck, and people need to find places for their loved ones, so what do you do in that situation …


  • Refusing to take people that have been in the hospital 
    • Let me tell you why. Because people decline dramticlly once they have been in hosiptal, but they are still people!


And no one wants to have to deal with that, but then it puts even more pressure on the NHS. I wanted to get my Dad out of the hospital for weeks, and what he was like in the hospital compared to being out he was like a comply different man (still very much with Alzheimer’s.) How can you judge how they will be when you are caring for them? And when people do have advanced dementia it is never that simple, moving people is disorienting for everyone.


When you find a gem of a care home, make sure you stay on top of them to make sure they are caring for your loved one in the best way possible. However, it’s a sad reality we live in where there are just not the facilities to care for people an there is no easy fix or answer to such a fatal pain point for everyone affected; The person living with dementia, their family and people working at the grassroots of the care system.

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Herbert Protocol – you NEED to know about this

Just seen this and I think it’s a brilliant idea! Please check this out if you have a loved one that would be considered as vulnerable (especially with dementia), and maybe a bit of a walker!

I have in the last 3 days seen at least 3 different news articles about men with dementia that have gone missing and it’s so important to be sensible and prepare for these kinds of instances.

As my father still has some independence, and how his diagnoses came about when he went missing for a night. I will certainly be filling one of these out and sending it to his Home.

-Why is it called the Herbet protocol?

It’s called the Herbet protocol after a war veteran George Herbert. I tried to find out more information about him but it looks like he died while tried to look for his childhood home. And the exact reason to have something like this set in place, and what a way to honour him having this protocol named after him.


-What it includes

Background information about name, do they have a GSP tracker?
Physical description
Medical history
Life history such as favourite places and tracks to walk, how they like to travel and how well they can walk etc. 
Family info and contact details
Missing now section for when/if they do go missing

It also says to include an up to date photo which is a very good point. I only say this because there is hardly any photos of me and my Dad before his diagnoses.  Make sure you make record of the times you have together and have a recent photo not one of them looking 10 years younger. Both for them and for you.

-Why does it matter?

The stresses of trying to think of everything in the heat of the moment is a real thing. The accompanying information and documents do say ‘It can be completed in slow-time’ meaning we should take our time to fill it out to its most complete.

It is the most heart-wrenching experience to realise your love one is lost and couldn’t have any idea where they are, what they are doing or how to get safe. Anything we can do to be prepared is helpful and necessary.


-Reservations about the whole thing?

Will it even work? Can it be given out too soon?

Can it be given out too soon? Can it be called too soon that he is missing?

Can it be called too soon that he is missing? Should we call him missing once we have looked in the usual places?

Should we call him missing once we have looked in the usual places?

How far should we look and how long a time when they clearly missing? My fear is maybe the home with this information may be premature?

My fear is maybe the home with this information may be premature?

Personally, I would want to be known straight away as probably one of the only other person who goes out wandering with him and knowing where he likes to go. What I wouldn’t want is the home to take it to there own hands as there might be light I can shed. But then again I guess this is why this is in place and so important to be filled out!


To see the official post by the Met Police with further information and the copy of the document for you to fill out yourself see below:

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Alzheimer’s + Dementia in the news… Missing Grandfather

So I see a lot of stuff in the news, so I thought I would put my 2 pence into the equation and talk about it, start the conversation on what is being put out there, helpful or not.

Picture taken from the is the original article from ITV below:


Now, this would be my worst nightmare.

My heart fully goes out to everyone in this situation.

And I really really really hope that he is somewhere safe.

2 weeks is a very long time. From what I see in the news this one is up there being one of the scariest and very realistic nightmares for anyone, with dementia or not.

This man is the age of my father and rings true for how he ended up in a hospital, thankfully it was over the space of a night and not 2 weeks.

What I want to know is what are the police actually doing? There must be SOME kind of lead out there via CCTV or his usual places. I would assume they have checked hospitals, night shelters, but what actually are they doing?

Also, why is he described as a Grandfather? He must have a child to have a grandchild, is it to pull on our heartstrings, because it should pull on them anyway!

In the video, it looks like he is walking a dog, but it’s not mentioned in the article. I would have always thought people more often than not can recognise dogs at the very least. An old man walking down the street is one thing, but with a cute dog? Maybe that’s for more of a dog person way of thinking but I am just so shocked, and actually horrified this man hasn’t been found 🙁

Now reading between the lines this brings up questions that anyone who is close to someone with dementia will have. Can it be safe to let them still live their lives independently? This man has probably walked that way so many times before, with and without dementia no doubt. Should we be locking people away for their own safety? Or always with them just to make sure they are ok?

People with dementia are still people, and I know from my fathers experience in an EMI care home it was heartbreaking to hear how truly angry and depressed he was for them not letting him go out even for a walk by himself, or in the garden without someone with him or looking over him from the house. However do not get me wrong, I can see every reason why he shouldn’t be left alone, but is there a middle ground?

You can never actually tell on first glance of someone if they need extra help or guidance in some way as it’s an unseen illness which just makes the whole idea even harder to grapple with.

Should this be an example to family members to be tighter with their loved ones on their independence, or should we sadly take this as what will happen, and on rare and very sad occasions turns into a situation like this?

Seriously I want to know what people think about this, it’s a hard one!




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