The Scottish government is encouraging friends and families of those with dementia maintain social contact and enjoy quality time with their loved ones whose lives are impacted by the disease.

Forming part of a new campaign developed by Edinburgh-based agency Leith, ‘Rethink dementia’ was created in partnership with Holyrood’s National Lived Experience Panel and looks to shatter misconceptions around the illness.

The hero 40-second spot will be supported by a series of striking out-of-home executions showing people living their lives to the fullest.

“It’s vital that we break the cycle of stigma surrounding dementia,” said Leith deputy client services director, Richard Thomson.

“When someone first receives a diagnosis, the best thing their family can do is rally around them and help them to keep living an active and fulfilling life.”

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“This is where ‘Rethink Dementia’ comes in. We want to help people see the disease differently, and recognise how powerful the simple act of human companionship can be,” he added.

The work is primarily informed around the fact that, in the early stages of the disease, sufferers can still lead normal lives – with social contact greatly beneficial to prolonging good health.

Scottish government senior marketing manager, Becky Inglis added: “When a person is diagnosed with dementia, their family and friends often struggle to know what to do. It’s difficult for everyone.”

“With this campaign, we wanted to remind people that it’s the everyday social interactions that help those diagnosed with dementia; that’s what makes the difference. We wanted to encourage them to do the same things they’ve always done with friends and family. Ultimately for people across Scotland to rethink dementia.”