- Advertisement -
Saturday, 31 October 2020

CHARITY TODAY AWARDS

Campaign asks public to #ShareTheOrange to challenge misconceptions about dementia

- Advertisement -

ALZHEIMER’S Research UK has relaunched a bold campaign that challenges one of the most common misconceptions about dementia. This World Alzheimer’s Month, the charity’s #ShareTheOrange campaign is highlighting that dementia is not an inevitable part of ageing, to help counter fatalism about the condition and show that hope lies in research. Through a series of award-winning films featuring Samuel L. Jackson, Bryan Cranston and Christopher Eccleston, the campaign uses an orange to demonstrate the physical impact that diseases like Alzheimer’s have on the brain.

The UK’s leading dementia research charity launched the campaign’s first instalment in 2015, with the second and third chapters of the campaign following in 2018 and 2019. Each film features an orange gradually stripped away to demonstrate how the diseases that cause dementia physically attack the brain. The brain of a person with Alzheimer’s disease, the most common cause of dementia, weighs around 140g less than a healthy brain – about the weight of an orange.

One in five people still incorrectly believe that dementia is an inevitable part of ageing. Together the films help to counter this belief and show that dementia is caused by physical diseases that could be slowed, and ultimately stopped, through research.

People with dementia have been particularly hard hit by COVID-19, with figures suggesting a quarter of those dying from COVID-19 have also had dementia. The pandemic has also had a devastating impact on dementia research, with many projects and trials delayed or cancelled, and less funding available for new studies. These shocking figures give the #ShareTheOrange campaign new meaning, as it seeks to build public understanding and support for dementia research at a time when it has never been more needed.

Tim Parry, Director of Communications at Alzheimer’s Research UK, said:

“As our greatest long-term medical challenge, dementia causes untold heartache to families across the globe – but our #ShareTheOrange campaign shows that through research we can change this picture. That message has never been so important, as people with dementia are bearing the brunt of COVID-19 and the future of dementia research is under threat from the pandemic. Now more than ever, dementia research needs our backing.”

To view the films visit alzheimersresearch.uk/orange

Sign up to receive full FREE access to charity news and special sector offers.

We don’t spam! Read our privacy policy for more info.

- Advertisement -
- Advertisement -

Stay Connected

1,374FansLike
1,834FollowersFollow
30,217FollowersFollow
1,200SubscribersSubscribe

Must Read

Claire Horton CBE is leaving Battersea to take a up new role

BATTERSEA Dogs & Cats Home has announced the departure of its longstanding Chief Executive, Claire Horton CBE. After 11 years leading the world-famous animal...

Experts hope an anti-sickness drug will treat hallucinations in Parkinson’s

PARKINSON'S UK is funding a new research study into a possible treatment for hallucinations in Parkinson's. Ondansetron is an anti-sickness medication, usually used for people...

Employment News

Varun Chandra appointed as a trustee of the Royal Academy Trust

HAKLUYT, the global strategic advisory firm, is delighted to announce that Varun Chandra, managing partner, has been appointed a trustee of the Royal Academy...

New post will support young people transitioning between hospice services

EAST Anglia’s Children’s Hospices (EACH), Sue Ryder Thorpe Hall Hospice and Arthur Rank Hospice Charity have announced the appointment of Transition Coordinator, Kristie Foreman....

New Trustees to help ‘Bring Joy’ to older people

NATIONAL charity, The Home Instead Senior Care Bring Joy Foundation, which was founded to bring joy into the lives of older people across the...

Related News

Children’s hospice fundraiser Jim wins Pride of Manchester Award

A DJ and Elvis impersonator who raised more than £200,000 over 25 years of fundraising for Francis House Children's Hospice has seen his dedication...

Mental Health Charity appoints new CEO

MENTAL health charity, The Counselling Foundation from November is set to welcome Emma Branch as the new CEO to lead their organisation into the...

RBC Race For The Kids raises £450k for Great Ormond Street Hospital

GREAT Ormond Street Hospital (GOSH) patients, families, staff and celebrity supporters were among over 3,300 participants taking part in the first-ever virtual RBC Race...

Inspirational family host multi-coloured baby shower with a difference as they prepare to say goodbye to unborn son

A family who faces the devastating prospect of saying goodbye to their baby boy soon after he’s born are determined that his short life...

Yorkshire charities’ collaboration helps over 400 people stay socially connected

HUDDERSFIELD-based Yorkshire Children's Centre (YCC) has partnered with Age UK Calderdale and Kirklees (C&K) to deliver a telephone befriending service for the district's most...
- Advertisement -
X