Welsh actress Ruth Jones has today spoken of her family's battle to understand the onset of her mother-in-law's Alzheimer's disease.
It comes as a campaign is launched to raise more awareness of dementia. It is aimed at businesses like hairdressers, in the hope that they can provide customers with advice on where to go for help, if they think they have it.
With an ageing population, Alzheimer's Society says that the number of dementia sufferers could rise by 40 percent in the next decade.
It is currently Dementia Awareness Week, running between 19 and 25 May this year.
Alzheimer's Society says it simply wants to get people talking about dementia.
It is using the hashtag #TalkDementia on Twitter, as part of the campaign.
The charity has an online forum for people to talk to others about dementia and tips about how to raise awareness.
It has also launched 'Five things you should know about dementia': it is not a natural part of ageing; it's caused by diseases of the brain; it's not just about losing your memory; it's possible to live well with dementia; and there's more to a person than dementia.
There's an estimated 45,000 people in Wales living with dementia and over the next 10 years, that figure is expected to rise to 56,000.
In a bid to raise awareness and get people talking about dementia, Alzheimer's Society is launching a new initiative to get hairdressers in Gwent to raise the issue with their customers and provide them with information.
The charity is holding a range of events to mark Dementia Awareness Week.
"This report reveals the stark truth that too many people with dementia, especially the thousands who live alone, are truly isolated. We need to put a stop to this epidemic of loneliness, not only to improve quality of life but also to save thousands from reaching crisis point and being admitted to hospital unnecessarily or care homes early.
"The reality is that many people still feel disconnected from society. It's time for all of us to play a part in helping people with dementia live well with the condition."
– Sue Phelps, Director of Alzheimer's Society in Wales
Over three quarters of people in Wales fear living in a care home, according to a Alzheimer's Society report.
Published today, the 'Low Expectations' report found that 78% would be very or fairly scared about going into a care home.
The report states that excellent care does exist, but pessimism about life in care homes is leading people to settle for less. It also found that three quarters of relatives would recommend their loved one's care home despite less than half saying their relative has a good quality of life.
Too often we hear that people with dementia in care homes don't have the opportunity for regular and meaningful social interaction and activities of their choice which help them continue to live well with dementia.
Care homes shouldn't be seen as an isolated place of last resort but as part of the wider community. They should be championing the fact that with the right support, it is possible to live well with dementia."