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Former England footballer Gordon Banks, Sir Michael Parkinson and broadcaster Fiona Phillips have relived their heartbreaking personal experiences with dementia to inspire the nation to reduce the stigma about the condition.
They're part of a Department of Health campaign to encouraging people who think they have any symptoms of the condition to seek medical advice.
The three-month project has been launched on World Alzheimer's Day.
Latest ITV News reports
A new campaign has been launched today to try and increase early diagnosis rates for dementia.