Sir Michael Parkinson is one of the celebrities featured in advertisements by the Department of Health (DoH) and Alzheimer's Society in order to raise awareness of the condition and reduce the stigma of talking about it.
A study, released to coincide with World Alzheimer's Day, found that nearly one in four sufferers said they had deliberately kept their diagnosis a secret for fear of being treated differently.
The campaign tells warning signs of dementia, and persuades families to have the ‘difficult conversation’ with elderly relatives if it these seem familiar.
It is estimated that 400,000 people in England alone suffer from conditions such as Alzheimer’s without knowing it.