DEMENTIA: EARLY SIGNS AND SYMPTOMS CAMPAIGN

Communications Toolkit

November 2011

Contents

ContentPage Number

  • Executive summary P3
  • Campaign overview - Dementia: Early Signs and Symptoms P4
  • Key messages P5
  • Resources P7-22

Planning your communications activity

Facts & stats

Dementia signs and symptoms

Templates

(website/newsletter copy, letter to editors, case studies, press releases)

Regional prevalence statistics

  • Links to other materials and support P22
  • Social media P24
  • Your campaign checklist P28
  • Feedback P28

Executive summary

The Government has recently launched a Dementia: Early Signs and Symptoms campaign which builds on last year’s Living Well with Dementia campaign.

The national Early Signs and Symptoms campaignencourages people to recognise the signs and symptoms of dementiaand to speak to their GP if they have any concerns.

In England,fewer than 40 per cent of people with dementia have received a diagnosis. Not being diagnosed, or receiving a diagnosis late in the day,could mean a poorer quality of life for the patient and their loved ones.

The signs and symptoms of dementia can be spotted early and this campaign is aimed at improving the quality of life of those with the condition, to ensure that they live well for as long as possible.

As part of the campaign, this toolkit has been developed toprovide information and resources to those organisations or groups with an interest in dementia and those affected by the condition.

Support from local partners is invaluable in getting the message out about the signs and symptoms of dementia to those at risk and their family and friends, so we do hope you are able to get behind thecampaign.

The pack contains communications advice, facts and stats, key messages and templates, to help you share campaign information with your stakeholders, partners and local media.It also includes acampaign timeline to help you when planning your communications activities.

This toolkit may be used by Local Authorities, local charities, NHS communicators, charities, support groups,or any local organisation with an interest in dementia.

We do hope you are able to support this campaign. By working in partnership we hope to maximise the impact of the campaign and ensure that as many people as possible receive an early dementia diagnosis.

Good luck with your activities and thank you in advance for all your help.

Campaign overview - Dementia: Early Signs and Symptoms

Following the publication of the National Dementia Strategy in 2009, the Living Well with Dementia campaign was launched by the Department of Health in 2010, in partnership with the Alzheimer’s Society.

The campaignaimed to address the lack of public understanding about dementia and reduce the stigma, isolation and discrimination experienced by people with dementia and their families.

An evaluation of the campaign at the end of 2010 highlighted apositive shift in the public’s perception of people with dementia as being able to lead normal lives.However, we now need more than a change in perceptions - we need action.

One of the main issues is that the signs and symptoms of dementia are often not detected at an early stage, with action only being taken when once issues come to a head.

The 2011 phase of the campaign, known as Dementia: Early Signs and Symptoms willhelp people to recognise dementia symptoms in themselves or their loved ones. Anyone who is worried about these symptoms will be encouraged to visit their GP.

Broaching the topic of memory loss can be a difficult conversation to start with a loved one, however the earlier that a diagnosis is received, the soonertreatment and support can be provided to help the person live well.

The campaign incorporates TV, radio and print advertising and runs from 7 November to 16 December2011. In addition to the advertising, the campaign will involve local PR activity, which will be led by the Department of Health and COI News & PR, with support from the Alzheimer’s Society.

Campaign leaflets and posters are available and can be ordered from

For further information about planned PR activity, please contact COI News & PR:

Anthony Aston – 0117 917 5284

Vas Sofokleous – 0117 917 5354

Key messages

OVERALL CAMPAIGN messages

•Early diagnosis means better quality of life.

•Memory problems are not an inevitable part of getting older. Symptoms include:

•forgetting the names of friends or everyday objects

•a person repeating things or losing the thread of what they are saying

•feeling confused even when in a familiar environment

•If you are concerned about yourself or a loved one, speak to your GP.

•Treatment and support services are available.

•People with dementia can and do live well.

Additional Key Messages

CAMPAIGN RATIONALE messages

•The Department of Health is launching a national campaign to increase early dementia diagnosis

•There are estimated to be over 750,000 people in the UK with dementia at present, and numbers are expected to double in the next thirty years.

•In general, public awareness of the early signs and symptoms of dementia is low. Many people do not understand that early diagnosis can mean treatment and a better quality of life. There is also a lack of understanding that it is caused by disease, and is not a natural part of getting older.

EARLY DIAGNOSIS messages

•It can be difficult to raise the issue of dementia with a loved one, however early diagnosis means patients can receive appropriate treatment earlier and can get the care and support to ensure they are able to live well.

•Early diagnosis can improve a person’s quality of life and help maintain independence for longer.

LIVING WITH DEMENTIA messages

•People with dementia can and do live well.

•Many people living with dementia felt relieved when they were diagnosed; they felt glad to know what the problem was and that there were strategies they could develop to help with their condition.

•There are treatments and support services available which can help delay progression of the illness and alleviate the symptoms.

SYMPTOMS messages

•Memory problems are not an inevitable part of getting older. They can often be the first signs of dementia.

•The signs and symptoms of dementia (listed below) can be spotted early. If you are concerned about yourself, or someone else, you should speak to your GP

•struggling to remember recent events, although a person can easily recall things that happened in the past

•finding it hard to follow conversations or programmes on TV

•forgetting the names of friends or everyday objects

•difficulty recalling things that have been heard, seen or read

•a person repeating things or losing the thread of what they are saying

•problems with thinking and reasoning

•feeling anxious, depressed or angry about memory loss

•finding that other people start to comment on a person’s memory loss

•feeling confused even when in a familiar environment

Resources

Planning your communications activity

This campaign may fit in with other communications activity you have planned, or may present some stand alone opportunities. To help you plan effectively please see some suggestions below to help you get the most out of the activity.

  • Put it on the agenda

Dedicate some time at an upcoming team meeting to consider how this campaign fits with your organisational activity and objectives.Prior to promoting the campaign it may be useful to think about which of your audiences this information will be of interest to and how your organisation can support the campaign.

  • Appoint a lead

If possible appoint a lead to coordinate any planned activity around this campaign. This person could be responsible for co-ordinatingplans and timelines andmanagingactivity.

  • Get the right support in place

Consider what resources you will need in advance, and how you can maximise the skills and experience of the group/team members. For example, if you are organising an event, you may want to ordercampaign leaflets to give out to attendees and draft a press release to send to local media. You could also promote the campaign online, for example via Facebook or Twitter (please see ‘Social media / online advice’ below).

If your team doesn’t have the resource to carry out all of the communications activity described in this pack, prioritise what you can do.

  • Get the timing right

Below are some key campaign timings to help you plan your local activity.

Timeline of campaign activity

Date / Activity
7 Nov / Campaign launch
7 Nov onwards / Advertising to appear across local TV, radio and print
7 Nov onwards / National and regional PR activity being conducted by COI News and PR at launch and features beyond launch
7 Nov onwards / Social media activity
25 Nov / Mid-wave point of the campaign – further PR activity
18 Dec / End of campaign

Facts and stats

Dementia facts

  • Dementia describes different brain disorders that trigger a loss of brain function. These conditions are all usually progressive and eventually severe.
  • Alzheimer's disease is the most common type of dementia, affecting 62 per cent of those diagnosed.
  • There are currently 650,000 people with dementia in England
  • 25 million people in the UK know a family member, close friend, or someone else withdementia.
  • Dementia costs the UK over £17billion each year in care costs and hospital admissions.
  • Unpaid carers supporting someone with dementia save the economy £6 billion a year.
  • Although dementia is a terminal condition, people can live with it for 7–12 years after diagnosis.
  • By 2025 there will be over 840,000 people in Englandliving with dementia.

Early diagnosis facts

  • In England,fewer than 40 per cent of people with dementia have received a diagnosis
  • Early diagnosis enables people to1:
  • Access advice, information, support and treatment (emotional, practical and financial) from social services, voluntary agencies and support groups.
  • Plan and make arrangements for the future.
  • Improve access to correct medication
  • In one survey, 30% of carers and 24% of the general population did not believe that effective treatments are available for dementia, and other studies have indicated that people believe there are restrictions on the use of medication.2
  • In another survey, one in three people (35%) believed nothing can be done to relieve the symptoms of dementia.2

1. Source: The Alzheimer’s Society website –

2. Source: Public awareness of dementia: What every commissioner needs to know, Alzheimer’s Society

Dementia signs and symptoms

Dementia is not a single illness but a group of symptomswhich includes loss of memory, mood changes and confusion.

Ten signs to be aware of:

  1. struggles to remember recent events, although they can easily recall things that happened in the past
  1. finds it hard to follow conversations or programmes on TV
  1. forgets the names of friends or everyday objects
  1. has difficulty recalling things that they have heard, seen or read
  1. repeats themselves or loses the thread of what they are saying
  1. has problems with thinking and reasoning
  1. feels anxious, depressed or angry about memory loss
  1. finds that other people start to comment on their memory loss
  1. feels confused even when in a familiar environment
  1. experiences changes in personality and mood

Templates

Below are some examples of short and longer copy that you could use when communicating with your audiences about the Dementia: Early Signs and Symptoms campaign.

This copy can be used across a range of channels, for example websites, in e-bulletins, newsletters, or for social media purposes. Simply cut and paste this copy, add the relevant local information and share with your publications.

Short copy – for email, bulletins and websites

New campaign urges: Be alert to early signs and symptoms of dementia

<Insert organisation/group name> is supporting the Dementia: Early Signs and Symptoms campaign launched recentlyby the Coalition Government. The national campaign will incorporate TV, radio and print advertising. The campaign will run from7 November to 18 December 2011.

The campaign aims to raise awareness of the signs and symptoms of dementia to help more people receive an early diagnosis.

In the <insert region>, there are <insert regional stat – to be found on page 22people living with dementia, and this is expected to rise to<insert regional stat from page 22 by 2021.Fewer than 40 per cent of people with dementia in England have received a diagnosis. Late diagnosis means a poorer quality of life for the patient and their loved ones.

The signs and symptoms of dementia can be spotted early and this campaign is aimed at improving the quality of life of those with the condition, to ensure that they live well with it for as long as possible.

While having a discussion with a loved one about dementia can be difficult, the earlier a person receives a diagnosis, the sooner treatment and support can be provided to help them.

For further information about the signs and symptoms of dementia, please visit

Long copy – for in-depth publications such as newsletters

New campaign urges: Be alert to early signs and symptoms of dementia

<Insert organisation/group name>is supporting the Dementia: Early Signs and Symptoms campaign launched recentlyby the Coalition Government. The national campaign will incorporate TV, radio and print advertising. The campaign will run from7 November to 18 December 2011.

The campaign aims to raise awareness of the signs and symptoms of dementia to help more people receive an early diagnosis.

In the <insert region>, there are <insert regional stat - to be found on page 22 people living with dementiaand this is expected to rise to<insert regional stat from page 22by 2021. Fewer than 40 per cent of people with dementia in England have received a diagnosis.Late diagnosis means a poorer quality of life for the patient and their loved ones.

The signs and symptoms of dementia can be spotted early and this campaign is aimed at improving the quality of life of those with the condition, to ensure that they live well for as long as possible.

While having a discussion with a loved one about dementia can be difficult, the earlier that a person receives a diagnosis, the sooner treatment and support can be provided to help them. It can also be a relief when a person receives a dementia diagnosis, as they are able to understand what the problem is and can be reassured that help is available.

Some of the early signs and symptoms of dementia include:

  • struggling to remember recent events, although a person can easily recall things that happened in the past
  • finding it hard to follow conversations or programmes on TV
  • forgetting the names of friends or everyday objects
  • difficulty recalling things that have been heard, seen or read
  • a person repeating things or losing the thread of what they are saying
  • problems with thinking and reasoning
  • feeling anxious, depressed or angry about memory loss
  • finding that other people start to comment on a person’s memory loss
  • feeling confused even when in a familiar environment

National Clinical Director for Dementia, Professor Alistair Burns said:

"Getting a timely diagnosis of dementia is vital and we know that those who do receive one don't regret it. On the contrary, knowing about their condition helps them gain control and allows them and their families to seek the services and support they need.

"Timely early diagnosis and supportive interventions allow people to plan for the future while they still can. They have been shown to reduce care home admissions and improve the quality, not only of the life of the person with dementia, but also their family, carers and friends."

Jeremy Hughes, Chief Executive of 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 often tell us they were fearful of seeking a diagnosis. However 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.

“This campaign has the potential to make a huge difference and Alzheimer’s Society is delighted to support it. If you are worried about your own or a loved one’s memory you should talk to your GP.”

For further information about the signs and symptoms of dementia, please visit or

Case Studies

A case study is somebody who has been personally affected by the issue at hand. In health terms this will usually mean somebody who has had the disease/health problem under discussion or has/has had a loved one affected by it.

Case studies are an important element to a health campaign as they add the human dimension needed to help raise awareness of the campaign issues and can help encourage conversations about particular topics. They also offer opportunities for greater in-depth coverage and discussion about campaign subjects.