The cover wrap highlights the devastating impact of the disease.
Alzheimer’s Society used 5,000 cover wrapped copies of Metro, distributed across London, to raise awareness of Dementia Action Week (17th – 23rd May) and address Boris on Wednesday 19th May – coinciding with Prime Minister’s Questions.
The wrap’s creative, including the letter, highlighted the devastating effects of the disease on the loved ones of those suffering and promoted Alzheimer’s Society’s #CureTheCareSystem petition to reform social care.
Daily Mail also supported with front pages and features on dementia throughout the awareness week, and visitors to MailOnline were shown a heart-breaking video from Alzheimer’s Society, showing how the disease takes not just the victim’s life, but the lives of those around them.
Grant Woodthorpe, executive director – investment, Mail Metro Media said: “We feel passionately about getting behind such an important cause like Alzheimer’s Society’s Dementia Action Week.
“For many years, Daily Mail has campaigned to end the unfair cost of caring for people suffering from dementia, through its ‘End the Dementia Care Bill Betrayal’ campaign.
“Just last week it revealed victims and their families have paid a staggering £14billion for social care since the Prime Minister vowed to fix the system upon his election.
“We hope this campaign influences our readers to take action and join the Alzheimer’s Society #CureTheCareSystem petition.”
Find out more about Alzheimer’s Society’s petition to reform social care, here.