Even though dementia is widespread—with more than 55 million people around the world currently affected and 10 million new cases arising each year, per WHO estimates—and is among the leading causes of death for people aged 60 and up, misinformation and ignorance about the condition still abound.
In an attempt to stem the flow of those false beliefs, which may manifest as a lack of awareness about risk reduction options or poor treatment of those diagnosed with dementia, the United Nations’ Pan American Health Organization (PAHO) has launched a new campaign that’ll dole out information about the condition, its causes and its effects on everyday life.
The “Time to Act on Dementia” campaign kicked off on Wednesday, amid September’s annual World Alzheimer’s Month, and will stretch through the rest of the month and into October. PAHO created the initiative in tandem with Alzheimer's Disease International (ADI), a confederation of dementia-focused organizations around the world and longtime partner of the WHO.
The campaign’s website features facts and figures about dementia and downloadable posters and social media graphics as well as a comprehensive toolkit loaded with information for four key groups: policymakers, healthcare professionals, dementia patients and their caregivers, and the general public.
PAHO and the ADI are encouraging government agencies, nonprofit organizations and individuals across the Americas to join in on the campaign and share its messages, with a goal of starting conversations across both traditional media and social media feeds to tackle negative perceptions and attitudes about dementia.
“We must recognize dementia as a public health priority and invest accordingly in risk reduction, the continuum of health and social care, and dementia-friendly initiatives that promote participation, safety, and inclusion for people with dementia and their carers,” PAHO Director Jarbas Barbosa, M.D., Ph.D., said in a Wednesday announcement.
A core message of the campaign emphasizes that, contrary to popular belief, dementia is not simply a natural part of aging. In fact, according to a recent report cited by PAHO, nearly half of all cases of dementia could potentially be delayed or prevented. Plus, many drugmakers are currently developing therapeutic candidates that may further slow down the condition’s progression.
“New treatments represent a beacon of hope, but we must also change perceptions about dementia,” ADI CEO Paola Barbarino said in a statement. “This is equally true for healthcare practitioners and the public. Many still wrongly believe that dementia is a normal part of aging, denying people access to a timely diagnosis, treatment, care, and support. By raising awareness and tackling stigma, we can unlock much more effective, combined treatment and care solutions for those most in need.”