“Alzheimer’s Research UK has released a short animated film ‘change the ending’ in support of their new fundraising campaign #ForACure. Alzheimer Scotland fully supports the need to continue to fund critical brain health and dementia research. However, we are saddened and deeply disappointed that the issues faced by people living with dementia, and those who care about them, have been portrayed in this film with such negativity and hopelessness. The dated stereotypes and demoralising tone are unhelpful to those living with dementia now, and undermine our fight to break down the stigma that surrounds this brain disease.
“We want to emphasise the potential harm watching this film may cause to people who have recently been diagnosed, as well as their families. A new diagnosis can be an incredibly challenging and emotional experience, and it's essential that people receive accurate information, hope, and support during this critical time in their lives.
“We know from our work with people living with dementia that they and their families face many challenges but there are also moments of light and love. Dementia does not define someone. With support, people with dementia can live as full a life as possible.
“And whilst we don’t yet have a cure, medical progress is being made faster than ever before, offering hope for the future.
“If you are affected by dementia, and need support or advice, please contact our 24 hour Freephone Dementia Helpline on 0808 808 3000. We are here for you whenever you need us.
“Our National Dementia Advisor Service is also available from 9am - 5pm, Monday to Friday and aims to provide a responsive, high quality information, advice and advocacy service relating to all aspects of brain health and dementia.”