The Dementia Awareness Campaign is set to launch today in central London. The campaign will aim to improve knowledge and understanding of dementia.
Care services minister Phil Hope and Alzheimer's Society CEO Ruth Sutherland will host an interactive dance session for people with dementia at London nightclub Pacha.
Journalists have been invited to the campaign launch this morning.
Research shows that too often people fear dementia and this causes them to avoid people with the condition, making them feel isolated and stigmatised.
The new 'Living Well' campaign employs real people with dementia who declare 'I have dementia - I also have a life' to educate the public about the condition and demonstrate the simple things everyone can do to help people live well with dementia.
The Alzheimer's Society's new report 'Counting the Cost' has also revealed variations in the quality of care for people with dementia in hospitals. It is calling on the public to join its campaign for better care for people with dementia.
There are an estimated 820,000 people in the UK living with dementia. The disease currently costs the UK economy £23bn each year.