Alex Shaw recently hit an incredible milestone – 10 years as a Dementia Friends Ambassador! Here, she shares her story and why learning more about dementia can make it less of a scary topic and open up important conversations.
“I have now been a Dementia Friends Ambassador for over 10 years! I am the Arts Administration Manager at the Martin Harris Centre for Music, Drama and Film (University of Manchester) and my journey with Dementia Friends all started when I saw the Alzheimer’s Society Dementia Friendly Arts Guide on my return from maternity leave with my daughter. I met with Esme Ward, Director of Manchester Museum, when I was researching the next steps in Making the Martin Harris Centre Dementia Friendly. The work she had been doing with the museum was utterly inspiring and still is!
“The guide suggested making arts centre stakeholders Dementia Friends; and so, feeling inspired by my research and meeting with Esme, I became a Dementia Friends Champion (now Ambassador).
“I also have personal experience of dementia as my Nana had dementia when I was a little girl and there was very little support or understanding at the time. I remember how difficult it was for my dad and his brother. When she moved into a care home, the routine and personal care really helped. But I often think how life would have been better for everyone if Dementia Friends had been around.
“As an adult, there have been several other family members who have developed dementia; some of which have died as a result. I currently have a close family member who is worried about their memory and other signs of dementia. I have been supporting them and others, as they seek medical help and find the best way to live day-to-day.
“I love delivering Dementia Friends Sessions and have made over 600 Dementia Friends. The way we get the message across that a little understanding can make such a difference to all those living with dementia is so impactful. I enjoy speaking to the attendees after the sessions, when they share what they’ve learned and how it’s often changed the way they feel or want to behave with a loved one, friend or family member. I feel proud to be a part of the Dementia Friends initiative.
“I have delivered many sessions in my time, but my favourite thing has been engaging with Brownies, Guides and primary school children, as it feels hugely important to bring them on board, helping to break down stigma and give families the chance to get help, advice and support.
“The children’s sessions are fun but also humbling, as many already have great knowledge and understanding. I will be delivering sessions annually to my local primary school from now on. They’re also planning some fundraising activities with the children in year 4; to follow up the work I do with them in year 3. It’s impactful to have this opportunity to engage with the community and I recommend giving it a go to any Dementia Friends Ambassadors.
“I have witnessed the fear and stigma that dementia can bring. Not wanting to seek a diagnosis because that would make it real. It’s very difficult for those around someone who won’t seek help. It’s really isolating and scary for them too. Dementia Friends has made me a lot more patient when dealing with people; and given me crucial knowledge to help and share with others.
“As a volunteer for the Society, I also know about the importance of fundraising. I held a cupcake sale in my street with my neighbour, whose Grandad had dementia. We promoted it as part of the Alzheimer Society’s bake sale initiative and all the cakes were baked by us or donated by friends and neighbours. We raised over £560 for the Alzheimer’s Society!
“My family are proud of me being a Dementia Friends Ambassador; and in a way, that has made dementia less of a scary topic and given us an opportunity to speak openly about dementia and pathways to help that we might not have known about.”
Alex has recently been shortlisted as a Finalist in the Outstanding Professional Support for Social Responsibility category of the University of Manchester’s Making A Difference Awards 2026. The incredible impact her work is having is so inspiring and we wish Alex the very best of luck!
