JADEMENTIA (Joint Action for Health against Dementia) is one of 20 key EU initiatives funded by the European Union’s EU4Health programme, with the aims to improve prevention, early detection and management of dementia and other neurological disorders, thus reducing health inequalities and addressing the needs of vulnerable population.  

Jade Health objectives include the sharing of evidence-based best practices that take social, cultural and ethnic diversity into account, thereby promoting health equity and meeting the needs of disadvantaged groups. Objectives include the sharing of evidence-based best practices that take social, cultural and ethnic diversity into account, thereby promoting health equity and meeting the needs of disadvantaged groups. 

In the context of World Alzheimer’s Day, JADE Health is launching a six-week campaign starting on 21 September, aimed at helping to reduce the stigma associated with dementia.  

It is of paramount importance for our project that those affected by brain health issues can retain their independence, dignity and quality of life for as long as possible, whilst their families and carers receive appropriate support. 

The aim of Work Package 10 of the Jade Health project is to reduce the stigmatisation of people living with neurological conditions through awareness-raising and social sensitisation. They developed a 10-question ‘Dementia Awareness Questionnaire’ in order to gather information on experiences and manifestations of stigma that was completed by people living with mild or moderate dementia, their family members or their informal /formal carers on a voluntary basis. 

A total of 806 responses were received from five countries (Spain, Germany, Hungary, Bulgaria and Malta). Conclusions of the survey clearly demonstrated that following a diagnosis of dementia, society tends to regard the person affected as ‘incapable of acting’ or a ‘burden’. 

Dementia affects not only memory and thinking, but also everyday activities, relationships, independence, identity and emotional wellbeing and profoundly transforms everyday life. 

Survey respondents strongly reject dehumanising and overly simplistic narratives, including infantilisation, which suggest that people with dementia are unable to understand things or participate in community life. They experience this attitude harmful, an act of reinforcing exclusion that disregards individuality and dignity. Unfair treatment occurs equally within families, within healthcare systems, as well as in public spaces. 

JADE Health is committed to translating the voices of people living with lived experiences into meaningful action that can lead to a reduction of stigma and enhancing social understanding.  

Through our campaign, we wish to emphasise the need to change social attitudes, language use and behaviour.  

September is the month for coming together and raising awareness. Please join JADE Health’s campaign by likes and reposts!  

Let’s fight together against the prejudice and stigma surrounding Alzheimer’s disease and all types of dementia! We need to draw attention to the importance of respecting the dignity, identity and remaining abilities of people living with dementia, as well as recognising the efforts of the family members and professionals who care for them. 

Together, we can build a more supportive and inclusive society.