Dementia is not just a natural part of ageing. #ShareTheOrange tells us why.

Too many of us still think that Dementia is just a natural result of ageing, and that stopping it is impossible. 1 in 3 (37%) of people in the UK say they would put off seeking medical attention from a GP about memory problems because they think dementia is just ‘a part of the ageing process’. However, with symptoms such as memory loss, confusion and problems with speech, understanding the devastating impact this can have on the individual and their families is essential to moving forward.

According to Alzheimer’s Society, ‘dementia is a key cause of disability in later life; a more common cause than cancer, cardiovascular disease and stroke’. By designing urban later living to meet the unique needs of the third age, we can help people to retain their independence. At Guild Living, we believe that revolutionising ageing and confronting the misconceptions around later life health can change the future.

This September, our partners at Legal & General teamed up with Alzheimer’s Research UK to fight the misconception that dementia is a natural part of ageing. This year’s #SharetheOrange campaign, starring Samuel L. Jackson, aims to change the conversation around dementia and fight the misconception that it is an inevitable sign of old age.

Created by Ardman Animation, the image of an orange is used in the campaign ‘to symbolise the weight of matter lost in the brain as the condition develops’. Alzheimer’s Research UK uses this image to highlight that dementia is caused by physical diseases. Samuel L. Jackson shocks the audience in the film by explaining that, “the damage to a brain with Alzheimer’s can leave it weighing 140g less than a healthy one. That’s about the weight of an orange. This shows us it is a physical disease”. The award-winning campaign debuted in 2016 with former Doctor Who, Christopher Eccleston, and was supported by ‘Breaking Bad’ star Bryan Cranston in 2018.

‘Dementia is the world’s greatest medical challenge, not only for the individuals affected and their families, but for society. Over 850,000 people in the UK have dementia, with the condition having an economic impact of over £26bn per year in the UK. This is more than cancer and heart disease combined.’, adds Legal and General.

You can help change the conversation around dementia by sharing this film. Together we can educate and inspire and help make dementia the next medical research success story.

View the #ShareTheOrange video here:

Professor Malcom Johnson


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