A new campaign, which aims to increase people's understanding of dementia, has been launched.

The campaign is also hoping to address the loneliness that is often experienced by people with this condition and their families.

An estimated 55,000 people are currently living with dementia in Ireland, the most common form of which is Alzheimer's disease. Symptoms can include memory loss, confusion, difficulties communicating and behaviour change.

The campaign, ‘Dementia: Understand Together', wants to raise awareness and ‘open up conversations in homes, workplaces and communities across the country' about this illness. It also wants to reduce the isolation that people can feel when affected.

"There are an estimated 55,000 people living with dementia in Ireland today and this number is expected to more than double to 113,000 by 2036. Half a million people in Ireland have had a family member with dementia, yet we know that despite this widespread experience, only one in four of us is confident that we understand dementia.

"According to people living with dementia, fear and uncertainty often leads to friends, family and neighbours feeling awkward or embarrassed, so often they say and do nothing. It can leave people with dementia and their loved ones feeling alone," explained Prof Brian Lawlor, a consultant psychiatrist and chairperson of the new campaign.

A survey of over 1,200 adults that was carried on as part of this campaign found that almost 40% of people knew little or nothing about dementia, while just 24% felt they had a reasonable understanding of the condition.

Some 44% admitted that they were unsure that they would accept a person with dementia as a close friend, or they believed others would not be willing to accept them.

Meanwhile, 54% of people did not know that there are steps you can take to reduce the risk of developing dementia, and 37% were unaware that the condition can affect people under the age of 65, including people in their 40s and 50s.

"This campaign is about looking at some of the people behind the difficult statistics and facts that we know. It's about bringing dementia out of the shadows and into the open and changing understanding and attitudes for the better. The result will, we hope, be a greater willingness by people worried about dementia to seek help and access supports and services at an earlier stage, and, secondly, a greater sense of solidarity by including people with dementia more in our lives.

"Whether it's calling in on a neighbour for a chat, or as a business, undertaking dementia awareness training and services for customers - each one of us can make a difference in our personal and community lives, while our health service takes on the ongoing challenge of meeting the clinical and professional needs of people living with dementia," commented Dr Stephanie O'Keeffe, national director of health and wellbeing at the HSE.

The campaign is part of the 'Dementia: Understand Together' initiative, which is led by the HSE in partnership with the Alzheimer Society of Ireland and Genio. It began in 2015 and this new phase of the campaign includes TV, radio and online advertising, which will run from now until the end of 2018.

The TV ads feature two people living with dementia - Maureen O'Hara and Paddy Butler, both from Kilkenny.

Ms O'Hara is just 57 and was diagnosed with early-onset dementia in 2014. She believes that staying connected with friends and neighbours is essential.

"For me, the diagnosis wasn't a shock as I had been living it. It was nearly a relief to know. What's most important for me is being connected with people. It's about being out there - whether that's enjoying hill walking or keeping in touch with neighbours and friends. I don't like wasting time, rather, I like spending time. It makes my life worthwhile," she explained.

Mr Butler is 70 and was diagnosed with Alzheimer's disease in recent years.

"When I was diagnosed with Alzheimer's, at the start, I didn't know what I was doing, what was happening. I asked myself do I hide it or do I be straight up? Kilkenny is a small place and I know a lot of people. I decided I had to go and face it and to be straight with people.

"Trying to hide things would have been worse. It should be out there. More people talk to me now than before and everyone says 'hello' when I pass by. It's important to show that people with Alzheimer's can keep going. I like to keep up my interests as best I can. I like to go walking, to go for a cuppa, to go to Nolan Park to support the Cats. You have to live your life," he noted.

For more information on this campaign, or to watch the TV ads featuring Ms O'Hara and Mr Butler, click here

*Pictured is Maureen O'Hara and Paddy Butler who both take part in the 'Dementia: Understanding Together' campaign