Embrace teams up with charity to promote dementia awareness


Purple Angel-Care Industry News (300 x 265)Embrace has announced its full support for the Purple Angels Campaign, which raises awareness of how to best support people living with dementia, as well as working to change perceptions about the condition. By supporting the campaign, Embrace commit to incorporating Purple Angel’s dementia guide as part of their on-going training programme with all staff. The guide offers a unique insight into dementia and aims to educate how everyone can work together to make people living with dementias care as comfortable and happy as possible.


Purple Angels Founder Norman ‘Norms’ McNamara set up the organisation in 2012, and has lived with Lewy Body Dementia since his diagnosis at age 50. Norm wanted to see his local town, the popular destination of Torbay, Devon, become the first Dementia Friendly resort in the country.  Since founding the organisation, Norm and his wife Elaine have become ambassadors for dementia alongside a growing global network of Purple Angels Ambassadors.


Embrace is excited by the opportunity to support an organisation that campaigns tirelessly to make a positive and impactful difference to the quality of life of individuals living with dementia, and whose founder, Norms, has done so much towards creating dementia friendly communities that aim to empower those living with the disease.


Through initiatives which have included organising the annual Dementia Awareness Day, setting up dementia cafés, and fundraising for dementia charities throughout the year, Purple Angels helps to improve public understanding of dementia, and foster communities that support residents living with the disease. Embrace looks forward to working closely with learning from the expertise of Purple Angels, which can provide insight into how to improve services across our care homes across the UK that provide specialist services for residents living with dementia.


Commenting on Embrace’s support for Purple Angels, CEO Trish Lee said;


“Norms is a champion for those living with dementia, and we are delighted to be able to support such an inspiring organisation as Purple Angels, whose work to promote dementia awareness is invaluable.


“Local communities and business can do a lot of positive work to support residents living with dementia. Alongside reducing stigma there is a lot to be done in the way of fostering communities that empower those living with the disease, and supporting those living with dementia to lead an active and fulfilling life.”


  1. Very good news for those who suffer from Alzheimer’s and dementia. Hope support is given to this Australian study that found a medication that treats ischemic stroke is also effective for treating Alzheimer’s. More tests are needed though, and they hope for more funding.


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