New dementia support campaign launches in England

A new campaign has been launched by Public Health England and the Alzheimer's Society with the aim of making England a more dementia-friendly society.

As part of the initiative, a short musical film is being launched to encourage people across the country to become Dementia Friends. It features public figures such as Ray Winstone, Chris Martin, Lily Allen, Michael Vaughan, Simon Pegg, Paul O'Grady and Sir Terry Pratchett.

Meanwhile, a new report from the Centre for Economics and Business Research has shown that most businesses have or would be willing to offer support to carers of someone living with dementia, including flexible working options, extended leave and counselling services.

This is a welcomed stance, as it is estimated that carers spend around 28 hours a week on average caring for someone with dementia.

Jeremy Hunt, secretary of state for health, said: "I am urging everyone – families, communities and businesses to come together to ensure that people with dementia can continue to live fulfilling and rewarding lives."

This comes as part of a wider series of government efforts to improve dementia care standards in the UK, following the launch of a new strategy at the first ever G8 summit on dementia in London last year.