Global branding agency Interbrand steps up awareness campaign for Alzheimer’s Australia as Ita Buttrose leads march on Parliament House

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plane.jpgUpdated – Australians from across the country marched on Parliament House in Canberra yesterday to demand $500 million over five years to address the dementia epidemic.

The action took place as a new report reveals the extent of the looming dementia epidemic, with the number of Australians with dementia expected to increase to 385,000 people, up by almost 50 per cent in 10 years.

Alzheimer’s Australia President Ita Buttrose, who led the march, said there will be 75,000 baby boomers with dementia by 2020.

ita.jpgSays Buttrose: “The year 2020 is just eight short years away but we are not prepared. Dementia, which includes Alzheimer’s disease, is one of the fastest growing major disease burdens Australia faces. It will be the third largest source of health and residential care spending by 2030. In 2005, the Australian Government made a commitment to fight dementia, injecting $320 million over five years to the Dementia Initiative. Despite figures indicating the situation would get worse, the Initiative has been discontinued.These new figures demonstrate the urgency with which Australia must respond. Dementia must be part of aged care reform.”

rally.jpgThe new report, Dementia Across Australia: 2011- 2050, released yesterday has found that without a significant medical breakthrough, the number of Australians with dementia is expected to soar from an estimated 267,000 in 2011 to almost one million people by 2050.

The report, prepared for Alzheimer’s Australia by Deloitte Access Economics, has looked at dementia prevalence projections for every Federal Electorate across Australia. In some electorates, the number of people with dementia is expected to increase fivefold, in just 40 years.

al 3.jpgButtrose adds: “There are no winners here. Our ageing population means that every Federal Electorate in Australia can expect to experience significant growth in the number of people with dementia. I have never taken part in a protest march before in my life, but this issue is too important to ignore. Action must be taken and it must be taken now.”

The CEO of Alzheimer’s Australia, Glenn Rees, said Bupa Care Services, Carers Australia, United Voice, the Australian Nursing Federation and Catholic Health Australia, among others, united in the fight by joining in the march.

Says Rees: “Dementia is the chronic disease of the 21st century. It is unacceptable that the Federal Government has terminated guaranteed funding for essential dementia programs and support services. We demand positive action through a $500 million Dementia Action Plan over five years. This will provide funding to promote dementia awareness; achieve timely diagnosis; provide quality dementia care; make Australians aware they may be able to reduce their risk of dementia; and invest in dementia research.

fight1.jpgRees continued: “$100 million per annum is only two per cent of what the Government currently spends on dementia care. In this context, it is not a large amount of money. But it will make a very significant difference – targeting priorities that are not being addressed.”

Rees said that a copy of the report has been given to every Member of Parliament and Senator to ensure they understand what the dementia epidemic means for their constituency.

“Australia must fight dementia the way it has fought cancer and heart disease,” Rees added.

“A paper prepared by Alzheimer’s Australia on National Strategies to Address Dementia around the world showed there is a growing recognition that dementia can only be beaten through national action.”

symbols.jpgThe march on Parliament House also marks the unveiling of Alzheimer’s Australia’s new branding which aims to better position Alzheimer’s Australia to inform the community about dementia and continue to support the hundreds of thousands affected by dementia. The work is a result of an 18-month-long partnership with global branding agency, Interbrand.