Watch: Alzheimer's Society calls for public to set aside differences to fight dementia

A new video campaign from the charity suggests the disease will be the 21st century's biggest killer

The Alzheimer’s Society has launched a new campaign that urges people to set aside their differences in the fight against dementia.

The United Against Dementia campaign is led by a video called Time to Forget, which depicts pairs of people, divided by factors including age, social background and views on Brexit, who eventually come to stand together with a common purpose.

The scenes include two football fans who support opposing teams sizing each other up outside a pub, an elderly man coming face to face with a youth on an estate and a Remain voter squaring up to a Leave supporter. But gradually, each pair begin to smile as they put their beliefs aside and stand shoulder to shoulder in the fight against dementia.

The advertising campaign, which was launched this week on television, will run for four weeks and will be supported by print and digital as well as a six-week direct-response campaign to bolster fundraising.

Vivienne Francis, director of marketing and current affairs at the Alzheimer's Society, said: "Dementia does not care who you are. It will affect us all and is set to be the 21st century’s biggest killer. The campaign reflects some of the realities of society, taps into uncomfortable post-Brexit truths and challenges assumptions by showing that everyone can – and needs to – come together in the face of dementia."

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