Alzheimer's Research UK has launched its first major awareness raising campaign, with a TV ad featuring Seth Rogen, James Nesbitt, Dame Arlene Phillips, and the late Sir Terry Pratchett.

Running throughout June, the ad aims to highlight the challenge of Alzheimer's disease and dementia, and the need for greater investment in dementia research. Rogen, whose mother-in-law is living with early-onset Alzheimer's disease, said 'Alzheimer's disease is a global challenge and it doesn't respect ethnicity or wealth, and with a rapidly ageing global population, it's one of our biggest threats. Alzheimer's Research UK's campaign is a bit of a wake-up call to the scale of the challenge, but also a call to arms for us to back research to beat it'.