As families cosy up in front of the TV to watch Christmas listings this festive season, ITV viewers may notice some differences to the messages they see and hear between programmes over the Christmas period.

That’s because Alzheimer’s Society has partnered with ITV to run a special campaign, which will run around some of their show announcements, from 23-31 December for the first time.

ITV Loose Women panellist and Alzheimer’s Society ambassador, Ruth Langsford, who is the voice behind this year’s campaign said: “I’m delighted to be voicing the important messages for this year’s campaign. Christmas should be a happy time filled with loved ones, laughter and memories. But sadly, for around one million people in the UK, dementia will strip these precious moments away. ​

“Having lost my dad Dennis, and currently seeing my mum Joan live with dementia, I know how this time of year can often heighten the heartbreak and loss we feel, coupled with added challenges to manage ongoing caring responsibilities.

“With one in three people born today developing dementia, it has never been more crucial to shine a light on the condition and bring it from behind closed doors.

“So don’t be alarmed, when images and sound suddenly don’t seem quite right between some of your ITV programmes this Christmas but do share with family and friends the messages heard.”

Alzheimer’s Society is here for everyone affected by dementia offering practical advice, emotional support and guidance for the best next step.

If you’d like to help Alzheimer’s Society provide a little light to people affected by dementia this Christmas, you can donate, share your story or find more information, visit alzheimers.org.uk/Christmas or call the charity’s support line on 0333 150 3456. ​