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Bupa puts dementia care in the TV spotlight

27 February 2009

 

Bupa is leading the way to shake off taboos and provide families with more information about where to go for help and advice when caring for a relative with dementia.

The country's biggest provider of care for people with dementia, Bupa, is running a series of ground-breaking TV advertisements which aim to reassure families that specialist help is available.

The advertisements also aim to raise awareness of Alzheimer's Society and promote Bupa's industry-leading advice booklet "Caring for someone with dementia", which addresses people's concerns when they suspect that a loved one may have the disease or has been diagnosed with it.

Marketing director of Bupa Care Services, Dean Cowley, commented:

"Dementia care is too important an issue to stay in the shadows. Recently, we have seen a string of high-profile people sharing their experiences of caring for someone with dementia. Even these celebrities with all their resources have struggled to find help and support for themselves and their family member.

"As the leader in caring for people with dementia in care homes, we want people to know that help is available: whether through our advice booklet on dementia care or through the excellent work being done by Alzheimer's Society.

"Most importantly, we want to strip away the taboos that often leave carers suffering in silence rather than seeking the specialist care that people with dementia really need."

Bupa has chosen Alzheimer's Society as the nominated charity of its Great Run series which includes the world's largest half-marathon The Great North Run. The company has also recently donated more than £1million to help Admiral Nurses increase their network of specialist nurses providing care for people with dementia in their own homes.

Neil Hunt, Chief Executive of Alzheimer's Society said: "One-in-three people over 65 will die with dementia. Alzheimer's Society is delighted to receive Bupa's support to help us care for people today and find a cure for tomorrow. Everyone who responds to Bupa's advert will have the opportunity to join Alzheimer's Society and help in the fight against dementia.

"As the nominated charity for the 2009 Bupa Great Run series, Bupa is also supporting Alzheimer's Society to raise over £1 million to provide vital support for people with dementia and their carers. For too long dementia has remained in the shadows, this prime time advertisement will help to increase awareness of this devastating condition."

The TV advertisement features Ernie visiting his sister June, who has dementia, in a Bupa care home and shows personalised care being delivered by specially-trained staff. This series of adverts will be backed up by others in a range of magazines. The print advertisements aim to acknowledge and address the concerns that people have when considering a care home for their loved one, through the real story of a relative of a resident of one of Bupa's care homes. They will all also carry the message that Bupa is supporting Alzheimer's Society.

Bupa currently cares for more than 6,000 people with dementia. Around 75% of Bupa care home residents are state-funded. Every year thousands of Bupa care home employees undergo specialist dementia care training.

The TV advertisement will begin to be screened from Sunday 1 March. Copies are available from Bupa's press office.

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