British actor Christopher Eccleston has teamed up with Alzheimer's Research UK to star in an online film, developed in collaboration with creative agency ais London and animation studio Aardman, featuring an orange gradually stripped away to demonstrate how the diseases that cause dementia, most commonly Alzheimer's, physically attack the brain.

The campaign urges viewers to #sharetheorange to help get people thinking differently about dementia, and to 'fight the enduring misconception that the condition is just a by-product of age'.