The Charity Film Awards (en)
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In the #ShareTheOrange campaign, Alzheimer’s Research UK joins forces with Samuel L. Jackson to battle the serious misconception that dementia is an inevitability of old age.

The campaign highlights that physical diseases cause dementia, most commonly Alzheimer’s using an orange to symbolise the weight of matter lost in the brain as the condition develops.

Samuel’s family has been impacted by Alzheimer’s more than most with six relatives diagnosed with the disease.

In the film, he explains: “The damage to a brain with Alzheimer’s can leave it weighing 140g less than a healthy one. That’s about the weight of an orange…this shows us it is a physical disease…”

Despite dementia now being the UK’s leading cause of death, a recent poll shows that 22% still incorrectly believe that dementia is an inevitable part of old age.

Dementia remains the leading medical challenge facing society today. Over 850,000 people in the UK have dementia, and the condition costs the UK economy over £26bn a year – more than cancer and heart disease combined.

Through this campaign, Alzheimer’s Research UK hopes to put a global spotlight on the condition, confront misconceptions of dementia head on, and demonstrate why there’s hope through research.

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