Willy Gilder thinks the latest Alzheimer’s Society ad campaign is a mistake and would like to see it withdrawn
The chief executive of the Alzheimer’s Society has sought to justify its new ad campaign, The Long Goodbye, by saying that it “tells the unvarnished truth about the devastation caused by dementia”. It isn’t a truth that I, as a person with Alzheimer’s disease, recognise. The ad shows a family mourning their mum, and saying that she died several times in advance of her actual death as she realised that she could no longer cook a family meal, or take part in social activities.
This idea of dementia being a “living death” reinforces the most negative stereotypes of my condition, and contravenes guidance for journalists drawn up by the society itself six years ago. I share a dementia diagnosis with the star of Die Hard, Bruce Willis. I prefer to try to Live Well, or as well as I am able. It dismays me that the country’s leading dementia charity seems to want to reinforce the stigma surrounding brain disease.
