North West leads the way as dementia campaign rolled out nationally

Following the initial success of a pilot campaign in the North West to increase awareness of the early signs and symptoms of dementia, the Department of Health has today (7 November 2011) extended the campaign in the region and launched it nationally.

According to new research from the Department of Health, over three quarters of people in the North West believe that dementia is easier to treat the earlier it is diagnosed. However, this is something that the Department of Health is determined to improve, particularly ahead of the festive season.

With Christmas fast approaching, many people are beginning to plan for the time of year when families are likely to spend more time together and see loved ones that they may not have seen for a while. It is often during this time when differences in behaviour and memory are noticed and when a crisis point can surface. In fact, the Alzheimer’s Society received some 1,870 calls in January this year - almost double the number received in December 2010.

In the North West it is estimated that over 82,000 people are currently living with dementia, with 57 per cent of these undiagnosed. The total number of people in the region living with dementia is expected to reach over 107,500 by 2021.

Unfortunately, recognising that someone may have dementia often comes too late, resulting in a crisis point and delayed diagnosis. Early diagnosis can, however, lead to better quality of life and prolonged independence.

Memory problems are sometimes put down to a natural part of getting older and this lack of understanding of the symptoms is believed to be why still only 40 percent of people with dementia in England have a formal diagnosis. As such, there are hundreds of thousands of people in the country that could be going without the vital treatment and support that the NHS can offer.

Margaret Irving, North West Area Manager for The Alzheimer’s Society, said: As the number of people with dementia increases, it is vital we all take time to understand and talk about the condition.

“People with dementia and their families have told us that a diagnosis opened the door to support, treatment and information they wouldn’t otherwise have had access to and helped them plan for the future.”

Care Services Minister Paul Burstow said: “We can’t cure dementia, but we can help you keep the person you love for longer through vital support the NHS can offer.”

The £2 million campaign will feature TV, radio and print ads tackling the subject of dementia.