A dementia ad which detailed how a woman affected by Alzheimer’s disease died “again, again and again” received 235 complaints by viewers.
The Alzheimer’s Society ads were broadcast on both TV and radio in March and April, but some viewers claimed they caused “unjustifiable distress” and were irresponsible.
The ad featured a man at his mother’s wake describing how dementia eventually made her forget even the basics, including his name.
Image: The ads have been cleared of causing ‘unjustifiable distress’. Pic: PA
“Mum first died on the 12th of May 2019 when she couldn’t work out how to prepare her legendary roast any more,” he said.
“The style icon of the Covington estate. Mum died as a fashionista the day she couldn’t get dressed into her colourful outfits.”
He continued: “She died as the queen of Christmas when she refused to have dinner with the family. She died again when she asked me, her son, what my name was.
“She died as dad’s rock after 52 years of marriage the day she looked straight through him.
“On the 10th of March 2024, mum died a final time, surrounded by her family.”
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Image: The ad switched between scenes of the woman’s past life. Pic: PA
A voice-over then said: “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.”
Viewers complained that the ads were excessively distressing, offensive and irresponsible.
However, the ads have now been cleared by the Advertising Standards Authority (ASA) as they found that “any distress caused was justified by the ads’ messages”.
The Alzheimer’s Society said it was “conscious from the outset that a campaign about the realities of dementia would be sensitive and potentially challenging for some audiences” and it approached the campaign with due care.
The charity said the script was written by a person who had lost their father to dementia 18 months previously “for whom the long goodbye rang true”.
Ad clearance agency Clearcast said they understood the ads could be upsetting but did not believe they were irresponsible or exploitative.
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When approving the ads, they took into consideration that the Alzheimer’s Society was an authority on the issue, and provided support for people living with Alzheimer’s as well as investing in research into the disease.
The ASA said the ads, and particularly the references to death, could cause a significant emotional impact with a wider audience.
The ASA said: “We acknowledged that the ads, and particularly the references to dying ‘again and again and again’ were likely to cause potentially significant distress to some people with Alzheimer’s, particularly to those who had recently been diagnosed.
“However, we considered that the ads presented an accurate and sensitively delivered portrayal of the reality of the disease.”
It added: “Overall, we considered that any distress caused was justified by the ads’ messages.
“For the reasons set out above we concluded that the ads were not irresponsible, did not cause serious or widespread offence, and did not cause unjustifiable distress.”
The teacher of one of the Southport stabbing victims has told Sky News they “don’t want her to be forgotten”, 10 months after the knife attack in which she was murdered.
Seven-year-old Elsie Dot Stancombe was killed along with Bebe King, six, and nine-year-old Alice da Silva Aguiar in an attack by Axel Rudakubana at a Taylor Swift-themed dance class last July.
Jennifer Sephton, headteacher of Farnborough Road Infant School, will be skydiving to raise funds for the Elsie’s Story charitable trust, which has been set up in memory of the former pupil.
Image: (L-R) Alice da Silva Aguiar, Elsie Dot Stancombe and Bebe King were killed in an attack at a Taylor Swift-themed class
“She’d been with us for four years, throughout her education,” Ms Sephton told Sky News, “and we just want everybody to know Elsie’s spirit.”
Describing Elsie as “such a determined young lady,” Ms Sephton said Elsie had “a real zest for life, and a sparkle in her eye all the time.”
She added that Elsie’s Story, which has been set up by Elsie’s family, is about “continuing that legacy.”
Image: Jennifer Sephton
In the aftermath of the July 2024 attack, the gates outside Elsie’s school were lined with flowers, balloons, and cards bearing her name.
Since then, memorial benches and a tree have been planted in the school grounds, providing pupils and staff with a place to “remember and reflect”, Ms Sefton says.
“[Elsie’s death] had such an impact on all our community,” the teacher said, “it’s had an impact on her friends, their siblings, our school as a community and our staff.”
Ms Sephton will be joined in the skydive by Adrian Antell, headteacher at the adjoining junior school where Elsie had been due to start.
“Elsie was due to come to us last September,” he told Sky News, “but what we’ve learned about her is that she had a wonderful impact in the infant school, and we don’t want her to be forgotten.
“We want her name to have to live on and to be thought of in a positive way.”
Mr Antell said they continue to support Elsie’s classmates, who joined the new school without her.
“There’s no instruction manual for this,” he explained, “every day is different, and every day is one step at a time.
“So all we can do as a school is to think about individual children and support them in the best way we can.”
Scientists from Kew Gardens are using a new study to track which trees bees prefer to try to stem the decline in our vital pollinators.
Bee populations are falling all over the world due to a mixture of habitat loss, climate change, and the use of pesticides, with a devastating impact on our biodiversity and food production.
But it’s feared that not enough comprehensive, global research is being done to understand the issue or find solutions.
Image: The study is building up heat maps of the most popular trees
Image: Non-invasive monitors track the buzz created by bees’ wing beats
UK becoming a no-fly zone
Researchers based at Wakehurst in Sussex, known as Kew’s “Wild Botanic Garden”, have begun placing advanced bio-acoustics sensors in some of their trees to track which ones bees favour.
They hope it’ll help urban planners know which trees to plant in built-up areas, as a way of combating the worrying decline in bee numbers.
Pollination research lead Dr Janine Griffiths-Lee said: “Nearly 90% of our flowering plants depend on the contribution of pollinators, but in the UK the population of flying insects in the last 20 years has decreased by around 60%.
“It’s really hard to be able to put a figure on the decline of our pollinators, but we do know that globally the number is declining.
“And with that comes crop yield instability and the loss of an essential ecosystem service.”
Their new, non-invasive monitors listen for the buzz created by bees’ wing beats, building up heat maps of the most popular spots.
Image: Bio-acoustics sensors are placed in trees to track which ones the bees are more drawn to
‘We’re facing twin crises’
Dr Griffiths-Lee said: “If you think about the tree’s footprint, it’s very small, but they’re huge 3D structures covered in pollen and nectar, which are essential resources of pollinators.
“So we really wanted to think about which are the best trees for bees for us to plant, and that can inform landscape planners, urban architects.”
Eight different species of tree were chosen for the study, including horse chestnut and lime trees, with a mixture of native and non-native species.
The scientists have also been gathering DNA from pollen, which also helps them to map which plants and flowers the insects prefer.
Wakehurst’s director, Susan Raikes, calls the 535-acre estate a “living laboratory”, and said the project’s all about searching for nature-based solutions to the impacts of climate change.
“The stakes couldn’t be higher, really. We know that we’re facing these twin crises of biodiversity loss and climate change,” she added.
“We need to be able to understand, as the climate changes, which plants from warmer climes will be good here in the UK for pollinators in the future.
“If all of our native plants are struggling, then we need to find new sources of pollen – for us all to survive.”
Football pundit Gary Neville is to miss coverage of the Premier League finale on Sunday after being banned by Nottingham Forest, whose owner he recently criticised.
Neville had been due to commentate on Forest’s game against Chelsea on Sky Sports, which is being billed as a Champions League qualification shoot-out with both teams aiming for a top five finish.
But posting on Instagram, the former Manchester United and England defender said the broadcaster told him on Thursday that Forest “would not give me an accreditation or access to the stadium as a co-commentator”.
“I’ve had no choice but to withdraw from the coverage,” he added.
“I’ve dished out my fair share of criticism and praise in the last 14 years of doing this job and have never come close to this unprecedented action.”
Image: Nottingham Forest owner Evangelos Marinakis (R) with manager Nuno Espirito Santo after the Premier League match against Leicester. Pic: Sky Sports News/PA
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Neville said while Forest “have every right to choose who they let into their own stadium”, it was “disappointing that a great club […] have been reduced to making such a decision”.
He said “it’s symptomatic of things that have happened over the last 12 months with the club”.
Sky Sports described Forest’s move as “an unprecedented and unwelcome step” and said it has decided “to present the game from Sky Studios in west London.
“As he was no longer able to commentate from the ground, Gary has chosen to not be part of the coverage on Sunday – a decision fully supported by Sky.”
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Neville has been highly critical of Forest owner Evangelos Marinakis.
He described Marinakis walking on to the pitch and exchanging words with head coach Nuno Espirito Santo after the club’s draw with Leicester earlier this month as “scandalous”.
Neville urged Nuno to quit the club and his social media post further enraged Marinakis, who had threatened Sky with legal action over comments made by the pundit earlier in the season.
After Forest’s 2-0 defeat at Everton last year, the club issued a statement on social media questioning the integrity of video assistant referee Stuart Atwell after claiming they had been denied three penalties.
Neville’s response to that, comparing Forest’s actions to those of a “mafia gang”, prompted an apology from Sky after they had been contacted by Marinakis’ lawyers.