It's a disease that can leave loved ones completely unrecognisable. But dementia - which is worryingly on the rise - can often be mistaken for old age.
In the South East - only 38% of people who have dementia are actually diagnosed. Last year that figure stood at 64,005 people. But that's expected to rise by another 30% over the next ten years. So in 2021, 83115 could be suffering from the disease.
A lack of funding means volunteers are now coming up radical care plans to help keep patients' minds active.
We spoke to Lynsey Roberts, from the Alzheimers' Society, in our London studios to find out how badly funded dementia treatment really is.