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| Dementia Friends | |
|---|---|
| Name | Dementia Friends |
| Formation | 2012 |
| Type | Public awareness programme |
| Purpose | Awareness and social action to support people living with dementia |
| Headquarters | London |
| Region served | United Kingdom; international |
| Parent organization | Alzheimer's Society |
Dementia Friends Dementia Friends is a public awareness programme launched to change public perceptions of dementia and encourage community support for people living with dementia. The initiative promotes small practical actions by individuals and organizations to improve accessibility and inclusion for affected people and their families. It was developed in collaboration with major health charities and public institutions and has been implemented in multiple countries through partnerships with local agencies and civic bodies.
Dementia Friends aims to increase empathy and practical assistance through short interactive sessions led by trained volunteers and staff from organizations such as the Alzheimer's Society, NHS England, Public Health England, Department of Health and Social Care, and local county councils and county boroughs. The programme encourages participants from workplaces like Google, BBC, Tesco, Sainsbury's, and Marks & Spencer as well as educational institutions including University of Oxford, University of Cambridge, University College London, and King's College London to adopt dementia-friendly practices. Civic partners have included the Mayor of London's office, Scottish Government, Welsh Government, and Northern Ireland Executive, while cultural venues such as the British Museum, Tate Modern, Royal Shakespeare Company, and National Theatre have also hosted sessions. International collaborations have involved organizations like Alzheimer's Association (United States), Alzheimer Society of Canada, Dementia Australia, and municipal bodies in cities such as New York City, Toronto, Sydney, and Tokyo.
The programme was announced by the Prime Minister of the United Kingdom and launched with support from charities including the Alzheimer's Society and the Alzheimer's Research UK research community. Early policy interest from figures associated with the Care Act 2014, NHS Long Term Plan, and the Prime Minister's Challenge on Dementia influenced national promotion. High-profile endorsements came from personalities such as Sir David Attenborough, Dame Judi Dench, Stephen Fry, Paul McCartney, Sting, Emma Thompson, and politicians like Theresa May and David Cameron. Development involved consultations with clinicians from NHS England, researchers from institutions like University of Edinburgh, King's College London and advocacy groups including Age UK, Carers UK, and the Royal College of General Practitioners.
Training comprises brief sessions delivered by volunteer presenters trained by staff linked to the Alzheimer's Society and partner organizations. Delivery models have been used in corporate settings such as Barclays, HSBC, Rolls-Royce, and BT Group, in transport hubs like Heathrow Airport and Gatwick Airport, and in local services provided by authorities like Manchester City Council, Birmingham City Council, and Glasgow City Council. Materials reference clinical guidance from bodies such as the National Institute for Health and Care Excellence and research outputs from institutions including Imperial College London and University of Manchester. Accredited trainers use scenarios involving public figures, care settings affiliated with NHS Trusts, memory clinics, and social enterprises to illustrate practical actions. The programme measures participation using metrics tracked alongside initiatives by Public Health England and third-sector monitoring by Charity Commission for England and Wales-registered organizations.
Evaluations by academic teams at London School of Economics, University College London, University of Bristol, and University of York have examined changes in attitudes and reported behavior following sessions. Community uptake has been noted in boroughs such as Tower Hamlets, Hackney, Birmingham, and regions including Scotland and Wales with engagement from cultural institutions like the Royal Opera House and sporting bodies such as The Football Association and clubs including Manchester United and Liverpool F.C.. Media coverage in outlets including BBC News, The Guardian, The Times, The Telegraph, and The Independent highlighted both popularity and questions about measurable outcomes. Awards and recognition from organizations such as the Queen's Award for Voluntary Service and civic commendations have been reported.
Models inspired by the programme have been adapted by international partners including Alzheimer's Association (United States), Alzheimer Society of Canada, Dementia Australia, Alzheimer Nederland, and municipal initiatives in New York City, Toronto, Melbourne, Oslo, Helsinki, Tokyo, Seoul, Singapore, and Cape Town. Variations reflect local policy frameworks such as those of the European Commission, national health systems like Medicare (Australia), and charity infrastructures including Canadian Institutes of Health Research-funded projects. Local cultural institutions including Sydney Opera House, Vancouver Art Gallery, Louvre Museum, and Prado Museum have piloted adapted awareness sessions alongside transport operators like Transport for London, Metropolitan Transportation Authority, and Transport for NSW.
Critiques raised by academics, think tanks, and NGOs such as King's Fund, Nuffield Trust, Centre for Policy Studies, Human Rights Watch, and independent researchers at University of Oxford and University of Cambridge focus on questions of evidence for long-term behavioral change, reliance on short training formats, and the potential for the programme to be used as a substitute for statutory service provision under laws such as the Care Act 2014 and policy frameworks like the NHS Long Term Plan. Debates in media outlets including BBC Newsnight and opinion pieces in The Guardian and Financial Times have discussed issues of corporate participation, measurement of outcomes, and the role of charities in public policy. Concerns have been noted about consistency across international adaptations and the adequacy of evaluation by bodies like the National Audit Office and academic reviewers.
Alzheimer's Society Alzheimer's Association (United States) Dementia Care Act 2014 NHS Long Term Plan Prime Minister's Challenge on Dementia Age UK Carers UK National Institute for Health and Care Excellence King's Fund Nuffield Trust Public Health England Department of Health and Social Care Royal College of General Practitioners University College London Imperial College London University of Oxford University of Cambridge London School of Economics University of Edinburgh University of Manchester University of Bristol University of York Queen's Award for Voluntary Service Transport for London Metropolitan Transportation Authority Dementia Australia Alzheimer Nederland Alzheimer Society of Canada Alzheimer's Research UK BBC News The Guardian The Times The Telegraph The Independent Mayor of London Scottish Government Welsh Government Northern Ireland Executive Sydney Opera House British Museum Tate Modern Royal Shakespeare Company National Theatre" Manchester City Council Birmingham City Council" Glasgow City Council" Heathrow Airport Gatwick Airport" Google BBC Tesco Sainsbury's Marks & Spencer" Barclays HSBC" Rolls-Royce BT Group"
Category:Health education Category:Alzheimer's disease