Furious families of Alzheimer’s patients blast ‘absolutely horrible’ new advert that says sufferers ‘die again, and again, and again’

• The Alzheimer’s Society video has sparked a mixed reaction on social media

Furious families of Alzheimer’s patients have blasted a new advert that says sufferers ‘die again, and again, and again’.

The new video by Alzheimer’s Society has sparked a mixed reaction on social media.

It opens with a speech by a man about his mother who had passed away and describes the times she ‘died’ when the neuro-degenerative disease impacted her life. 

The advert ends saying, ‘With dementia you don’t just die once, you die again, and again, and again.

‘Which is why at Alzheimer’s Society, we’ll be with you again, and again, and again.’

What is Alzheimer’s? 

• Alzheimer’s is a progressive neurological condition.

• It is unknown what causes the condition.

• Symptoms include confusion, speech and language problems, personality changes and others. 

• The condition is most common in people aged over 65.

• It is the most common cause of dementia in the UK.

Source: NHS 

Alzheimer’s Society offers support to those impacted by dementia and helps to fund research into the condition. 

According to the charity’s website, there are an estimated 900,000 people with the dementia in the UK. 

The video posted on X/Twitter on March 22 has amassed 468,000 views and hundreds of comments – many disagreeing with the message. 

However, the line ‘you don’t just die once, you die again, and again, and again’ has been slammed online.

One user took to X and said: ‘That has really upset me. My mum has Alzheimer’s, I know how hard it is being forgotten by your own mother. 

‘I don’t need an advert telling me that. All it does is tell people that if you’re diagnosed with Alzheimer’s you will just become an unbearable burden. This is appalling.’

Another said: ‘Heard that Alzheimer’s advert on the radio today… absolutely horrible narrative to portray. 

‘They aren’t dead.

‘How could a charity think that was appropriate?’

Someone else posted: ‘Take out the word Alzheimer’s and put in any other condition/illness. 

‘Now can you see how massively inappropriate your advert is?

‘You die a little every day and then you just die??

‘This advert is traumatising to those living with this condition. Do better!’

However, despite the backlash, some people have seen a more positive side to the advertisement. 

One social media user described the message as ‘powerful’.

They said: ‘The #Alzheimers advert is so powerful my mum died from this awful disease, my mum didn’t know who I was, she threatened to ring the police and she shouted at me saying stop calling me mum my heart has never recovered from that.’

Another posted: ‘The latest Alzheimer’s advert is a hard watch. But perhaps it needs to be. 

‘It’s more than memory loss and “at least he/she is still here” is very trite and actually not sure it’s accurate.’

Kate Lee, Alzheimer’s Society CEO, said: “Our new advert ‘The Long Goodbye’ tells the unvarnished truth about the devastation caused by dementia. It’s not an easy watch but it’s an important one.

‘It’s been a whirlwind few days following the launch of our new film ‘The Long Goodbye’. 

‘My biggest personal learning since joining Alzheimer’s Society has been that everyone’s experience of dementia is different and my goodness, that’s played out over the last few days seeing the responses to the film.’

In the statement, she added that the film was co-produced with many people who have been directly impacted by dementia.

Ms Lee also said that the purpose of the advert was to raise awareness of the condition.