Working with award-winning filmmakers and global celebrity supporters, our campaigns are intended to disrupt the fatalism around dementia, challenge misconceptions about the condition, and demonstrate why research can make breakthroughs possible for people with dementia.

Dementia Uncovered

Working with corporate partner Ricoh Europe, we’re lifting the lid on the diseases that cause dementia. From state-of-the-art 3D printed brains to the real-life stories of people with dementia and researchers working to find a cure, these films show the impact of dementia and the vital role research can play.


What does an orange have to do with dementia? Backed by Samuel L. Jackson, Bryan Cranston, and Christopher Eccleston, our award-winning campaign demonstrates the physical nature of dementia, and why that means research can prevent, slow or stop it.

Talk Dementia

There can be a great deal of misunderstanding, myth and stigma about dementia, especially in black, Asian and minority ethnic communities. But these communities may be more likely to develop dementia than others. We worked with these communities to create an awareness film tailored just to them.

Just 1%

With help from our supporters, we asked government to invest 1% of the economic cost of dementia in life-changing treatment. Following our call, the Conservative government committed to double annual investment in dementia research.

Santa Forgot

Dementia can strike anyone, even Santa Claus. This beautiful narrative explores a world without Santa and how the powerful combination of belief and research can overcome the diseases that cause dementia.


Research is the only way we’re going to beat Alzheimer’s disease and other forms of dementia. Our campaign aims to help people understand the enormous impact of dementia, but also to recognise that we can fight it in the lab and by challenging misconceptions around the condition.