Our values

Families facing dementia are at the centre of everything we do. As their numbers grow and their needs evolve, we will constantly challenge ourselves to adapt and grow alongside them. We will take into account their feedback and thoughts, and work towards a day when every family facing dementia has the life-changing support of a specialist Admiral Nurse.

Admiral Nurse reading a leaflet with a carer

We listen, learn and collaborate

We know that when families are facing dementia, life can feel overwhelming. We believe every family affected by dementia should have the quality of care that we would want for ourselves and our loved ones.

Listening to the needs of the families we support informs everything we do. Our dementia specialist Admiral Nurses specialise in working alongside families. They help families manage complex needs, considering the person with dementia and the people around them. They collaborate with other clinicians involved in caring for the person with dementia, helping them stay independent for longer, and support family and friends around them.

We are constantly supporting and developing our Admiral Nurses, learning how best to serve families facing dementia, and working with those who share our vision and values. We have the time to listen to people with dementia and their families – and to clinicians and our colleagues, our supporters and fundraisers. This underpins all of our work.

Learn more about our Admiral Nurses
Michael chatting to his Admiral Nurse

We are empowering, supportive and respectful

We don’t just care for families living with dementia – we stand for them too.

We know that people with dementia and their families can feel invisible and unheard. We are here to make sure their voices are heard and their concerns are at the heart of health and social care services and policy decisions. We campaign on their behalf, demanding parity of dementia care.

We champion the rights of families to understand their options regarding care, support and practical assistance. We help families to stay together longer, with support and coping strategies. We empower them to know what they are entitled to and advocate for them so that they receive it. No one understands better the experiences of families living with dementia.

Learn more about our campaigning work
Hilda Hayo, CEO of Dementia UK, and Martyn Cheatle, CEO of Central England Co-operative

We act with integrity, transparency and accountability

Every penny we spend comes directly from our supporters – and we are committed to full transparency regarding how we spend this money. Dementia UK’s strategic direction is decided in consultation with the families we work with, people with dementia, our supporters, our nurses and partner organisations and our staff. We answer to a Board of Trustees, appointed from across the charitable, clinical and business sectors, who are committed to full oversight of the charity’s performance and governance

Read our 2022 Annual Report
Lady in Dementia UK top dancing

We encourage creativity and innovation

Dementia UK is committed to applying innovation and creativity to everything we do, including finding solutions to challenges: from new ways to fundraise, to creative ways to deliver the expertise of Admiral Nurses through technology, to ways of developing and championing our staff. We are inspired by the creativity of our supporters, nurses and staff, and we are committed to encouraging that spirit throughout all of our work: the confidence to try new things, the encouragement and support of our colleagues, and the communication of our learning and successes throughout the charity and our networks

Read our 2022 Impact Report