Alzheimer's Society says 'don't bottle it up' this Dementia Awareness Week

The Alzheimer’s Society has launched Dementia Awareness Week 2014 this week and is encouraging people to open up and talk about the difficult subject of dementia with friends and family.

The charity, which has been running the annual awareness campaign for over two decades, hopes to inspire people to use the week as an opportunity to share any worries and get support for anyone they know who might have dementia.

The week was officially launched at an event in East London’s Victoria part yesterday, when the charity spent time with people with dementia and their families smashing a series of giant bottle shaped piñatas. Many members of the general public were even invited to join in with the game, which carried a serious message despite the fun.

Inside the piñatas were many of the common fears people have about dementia that was highlighted once the bottles were smashed and broken apart. The event marked the beginning of a week which Alzheimer’s Society will be using to help people talk and understand their own feelings associated with the condition.

Jeremy Hughes, Alzheimer’s Society’s chief executive said: “This was such a positive event which I hope will encourage anyone who is bottling up concerns about dementia to get in touch with Alzheimer’s Society for support and advice.

“Talking about dementia can be difficult and we all bury our heads in the sand from time to time, but the sooner you know what you are dealing with, the sooner you can feel in control again and get on with your life.”

More awareness and fundraising events will be taking place across the country this week to urge people not to bottle up their worries about the illness, which already affects 800,000 people in the UK, a number which is set to rise dramatically in the near future.

Hollywood actress Alice Eve has supported the campaign by making a video describing the positive effect Alzheimer’s Society had on her life when a member of her family was diagnosed with dementia.

Ms Eve, who has starred in Hollywood films such as Star trek Into the Darkness and She’s Out of My League is encouraging anyone with concerns about the illness to speak to someone and use the advice and support available from the Alzheimer’s Society.

She said: “I’ve had relatives who have lived with dementia and so I understand how difficult it can be. There can be a stigma attached, which can make it difficult to talk about. We all bury our heads in the sand from time to time, but by doing this we are in danger of isolating both ourselves and the people we care about.

“Alzheimer’s Society provided my family with advice and support at the time we needed it most and they are there for everyone in a similar position. That’s why this Dementia Awareness Week I am urging anyone who has concerns about dementia to stop bottling it up and call the National Dementia Helpline. They helped my family and they can do the same for you too.”

People are being encouraged to get involved with local fundraising events and to use social media such as Facebook and Twitter to get more people talking about the impact dementia is having on their lives.

For more information visit: www.alzheimers.org.uk