I think that all art forms about the frailty syndromes including dementia are valuable, even ones I emotionally and cognitively object to.
My viewpoint is here.
The recent campaign video from the Alzheimer’s Society is interesting.
According to Campaign, the video was directed by Bafta-nominated director Charlotte Regan through Knucklehead. It was created by Jules Middleton and Peigh Asante.
The article in Campaign commences, “The ad follows a son giving a eulogy at his mother’s wake. It explains how dementia robs sufferers of elements of their personality long before their actual death.”
The word “robs” acts as a counterpoint to the Alzheimer’s Society own campaigning and policy work on “living well with dementia”.
At the time, the Alzheimer’s Society along with other international charities were promoting the use of more sensitive and inclusive language, and so published guidelines against use of the word “sufferers”, for example. Ironically, the charity’s own public-facing advice about language encourages the public to complain about media items.
The ‘robbery’ metaphor is a popular and beleaguered, hackneyed trope in relation to dementia, such as ‘killer’ or ‘companion’.
Gavin Brookes summarises the essential problem with this in his article:
” A range of metaphors are identified, with the tabloids exhibiting a particular preference for metaphors which construct dementia as an agentive and violent entity and people with dementia as passive victims, and which foreground preventative responses to dementia such as pharmacological intervention and individual behavior change.”
Ian Heartfield, chief creative officer at New Commercial Arts, is reported to have said: “This campaign is a simple, powerful idea that has been executed with empathy and skill by a director who has the world at her feet. The result is a film we are all extremely proud of.”
Actor Colin Firth concludes, stating: “With dementia, you don’t just die once. You die again and again and again. Which is why, at Alzheimer’s Society, we’ll be with you again and again and again.”
“Dying” is a very strong word.
A particular problem with dementia is the loneliness and social exclusion people with dementia and carers face following the dementia diagnosis. This ad highlights it, but threatens to normalise it and not offer anything useful to say about mitigating it.
There is a sociological construct called “social death” which occurs here, where a person’s identity and social networks are dissolved.
There is no doubt that the ad is technically, visually skilful.
Depersonalising someone is the complete antithesis to an approach, long respected and adopted by practitioners and physicians, which promotes personhood.
One of the reasons I really got into delirium care, and in fact I lead a special interest group for the American Delirium Society, is that I felt hospital delirium care was not far from advanced veterinary care, not being hyperbolic about it – refusing to acknowledge the patient as a person, but as a recipient of tasks.
The attitudes, well intentioned by the speaker at the wake, reveal an attitude which are familiar as Tom Kitwood’s illustration of “malignant social psychology”, which can lead to a very toxic attitude to that person with dementia.
Other examples are here.
This problem will have been obvious to any international leader of person-centred care in dementia.
Take for example, Prof Brendan McCormack, tweets here:
One criticism of the ad easy to bat away is that it is not ‘representative’ of a lived experience, and so causes distress.
The Alzheimer’s Society have in fact formally addressed this in their official response:
“Was the film informed by people with lived experience? It was very much co-produced – from concept to creation – with hundreds of people directly affected by dementia.”
But this comment only raises red flags about how the co-production was conducted, in a way focused on protocol and process. It is clear from the social media feedback that there is immense pushback on the negativity which many feel is actively undermining the sense of solidarity of unpaid and paid carers in dementia.
Prof Edgar Cahn writes in detail about how it is a process of civil action. See slides here.
What it is not is an administrative marketing tick-box exercise.
Campaigners have voiced their authentic negative impressions of the ads in a blogpost and in an audio diary, for example. Everyone’s lived experience is different. An ad campaign has succeeded, off the record, if it has complaints and people talk about it. Unlike medical professionals, it is allowed to cause distress. Charities rarely impose sanctions for improper behaviour.
I personally felt that dementia led to lots of new normals about my late Mum, whom I adored.
She lived with dementia, and died in July 2022.
Would I describe my experience of her as ‘dying many times’?
Definitely not.
This tweet resonated with me from Suzy Webster:
The ad while definitely sensational is for me utterly misrepresents the mindset of those of us doing direct care of loved ones. You adapt to a new normal very many times, and while definitely recognising a sense of loss on multiple occcasions, you celebrate the chance to try your best for the someone you love. At first, you mourn for your loved one’s loss of memory, for example by repeating herself, but then you mourn for the fact she can’t prepare a simple meal herself whereas once upon a time she could cook meticulously a highly complicated Bangladeshi curry.
I don’t deny that. The new normal makes the previous normal seem like child’s play. That’s the rollercoaster nature of the journey.
The strong sense of love is for very many the nature and ethos of unpaid family caring work, which I think is best encapsulated by the concept of ‘affective equality’ from Professor Kathleen Lynch. It is not, I believe, a legalistic ‘moral imperative’ argued by some.
This approaches love and solidarity, which is the currency of unpaid family caring in dementia – not neoliberal money.
In the ethos of learn not blame, I think there are some things to think about, but the discussion is welcome. I, for one, will be attending the World Dementia Conference at the Crick this Tuesday.
It will be honour, as I did my PhD at Cambridge thirty years ago in dementia, written widely on it, but devoted my life to looking after my mum with this difficult condition.