‘You’re My Mother’s Day’: Discover Our Dementia Awareness Campaign

22 March, 2023  ·  Less than a minute read

How can dementia awareness campaigns promote better support and care?


Dementia is a complex condition that affects millions of people worldwide. 65% of those with the condition are women, the majority being mothers. Most people associate dementia with memory loss but, with more than 200 different types, there’s much more to it than that.


At CHD Living, we recently launched a ‘You’re My Mother’s Day’ dementia awareness campaign, in a bid to highlight the complexities of the condition and get people talking.


Read on to find out more about our innovative initiative:

Dementia Awareness Campaign: A beautiful bouquet of Mother

The Objective of our Dementia Awareness Campaign

At CHD Living, we strive to make a difference for both those in our care and within our local community.


Across our services, we care for many individuals living with dementia and similar conditions. Recently, we decided to launch our very own campaign ahead of Mother’s Day: ‘You’re My Mother’s Day’.


In doing so, we hoped to shine a light on the condition  – and its impact on women, in particular – with a goal of encouraging people to stop, think and learn more about dementia.

Dementia Awareness Campaign: An elderly woman holding hands with a younger woman

About Our Dementia Awareness Campaign

An estimated 944,000 people in the UK live with dementia – 65% of them being women.


With an ageing population, the prevalence of dementia is expected to rise to 1.6 million by 2040. To better understand this condition, dementia awareness campaigns have become increasingly vital.


Using ‘You’re My Mother’s Day’ as a visual, emotive representation of one of the major side effects – that of memory loss and failing to recognise family members – our campaign sought to broaden the awareness of the complexities of dementia.

Dementia Awareness Campaign: Our Billboard Messaging

As Alzheimer’s disease is the most common form of dementia, it’s easy to presume memory loss is the standard form of the illness. 


But, with more than 200 types of dementia, it can present itself in a wide variety of ways, with a broad range of symptoms. These may include mood changes, difficulty concentrating, or struggling to find the right word during a conversation.


Our ‘You’re My Mother’s Day’ campaign encouraged people to stop and think about the condition and learn more about its impact. To achieve this, we used digital billboard messaging to broaden its reach and help reduce the stigma.

Dementia Awareness Campaign: You

Looking to the Future

At CHD Living, we have several specialist dementia care centres across our services, as well as more than 40 years of experience in caring for people living with the condition. 


Alongside our billboard awareness campaign, we’re looking to create a support community. One of the ways we hope to achieve this is by holding community dementia cafés.


In doing so, we hope to provide advice and guidance to those who are supporting loved ones or friends. Our goal is to enable them to learn more about it, and help them come to terms with a diagnosis — offering the opportunity for them to connect with others going through a similar experience.

Two older adults interacting

A Message From Our Head of Quality & Compliance

Rebecca Page, our Head of Quality & Compliance, has long-standing experience in the sector.


Speaking of the campaign, she said: “Alzheimer’s Research UK has done some fascinating research into why women are more impacted by dementia than men, much of it very eye-opening — with longer life expectancy alone not explaining the disproportionate number affected. 


“And the two thirds figure is something that’s born out in our homes, which is what led to the initial seeds of the idea for the campaign.


“Of course, though, it can affect anyone, and we’re hoping to help make people more understanding and aware of the signs and symptoms. Bruce Willis’ recent diagnosis with frontotemporal dementia has added a real spotlight to the condition, and we’re hoping we can build on that renewed interest.”

A resident interacting with one of our team members

A Message from our Head of Hospitality, Communications and Commissioning

Shaleeza Hasham, our Head of Hospitality & Communications, added: “The impact of dementia is profound. But many people only have a rudimentary understanding of the condition. 


“All too often, it’s associated with memory loss, while Alzheimer’s is usually the only condition they may have heard of. We’re hoping to make people more aware of not only the different types of dementia, but also its symptoms and their wider impact.


 “Our ‘You’re My Mother’s Day’ billboard campaign is designed to make people do a double take, and hopefully encourage them to stop and think about the condition. And with two thirds of those with dementia being women, we felt Mother’s Day would provide an excellent opportunity to help project this messaging and make people take notice of what for some might look like a typo, but for others, is very much a reality. 


“Mother’s Day is especially tough for those sons and daughters whose mothers may not recognise them, so we’re looking to get people talking and show them they’re not alone in their dementia journey.


“Dementia can feel a very lonely place – not just for those living with it, but for their family and friends too. By creating a sense of community around dementia, we’re hoping to help connect those who have had similar experiences, while also using our longstanding experience of dementia care to provide advice and guidance on the best approach to care. 


“Our dementia cafes will be open to anyone who’s interested, but especially to those in Surrey and South London, which is where the majority of our care centres are based – so we encourage people in those areas who are interested to register their interest.”


At CHD Living, we’re dedicated to ensuring that those in our care receive exceptional support in all aspects of their life. 


To find out about our dementia awareness campaign, or our various care options, please contact a member of our team.


Alternatively, why not read our previous blog to discover the benefits of good sleep?

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