The way society understands dementia has a profound impact on the lives of people living with the condition and those who support them.  

The Dementia Awareness Questionnaire, completed by more than 800 participants across five European countries, revealed a consistent pattern: many people believe that a dementia diagnosis means a person is no longer capable, independent or able to contribute to society. These perceptions continue to fuel stigma and social exclusion.  

However, the experiences shared by people living with dementia, caregivers and professionals tell a different story.  

A diagnosis may change everyday life, but it does not erase a person's identity. People living with dementia continue to have relationships, emotions, preferences, abilities and aspirations. They continue to make choices, enjoy meaningful moments and contribute to their families and communities.  

Reducing stigma begins by recognising this reality. When we see the person before the diagnosis, we create opportunities for inclusion, participation and respect.  

This is the first message of the Stories matter. Evidence matters. campaign.  

Throughout the coming weeks, we will explore how everyday interactions, language, support for caregivers and inclusive communities can help transform the experience of living with dementia.  

Together, we can build communities where every person is seen, heard and valued.