Muistiliitto, the Alzheimer Society of Finland, has launched a campaign called “Movement Belongs to Everyone” to challenge prejudice related to dementia and promote the right of people living with dementia to participate in physical activity and everyday movement as equal members of society.
People with dementia often move less than their peers, even though physical activity helps maintain wellbeing and functional ability. One reason is stigma: assumptions, fears, and negative attitudes that can limit participation more than the disease itself. The campaign encourages people to see the person behind a diagnosis.
At the heart of the campaign is a short film that follows a man living with dementia on his way to his regular exercise class. At the sports facility, he accidentally (or on purpose) enters a dance studio instead of the exercise hall. The young dancers inside are surprised by the unexpected visitor, but they welcome him into the group. Together, they discover the joy of movement, challenge stereotypes, and create an uplifting moment that shows how inclusion can begin with a simple act of acceptance.
The campaign highlights that every case of dementia is different, and many people can remain active and capable for years after diagnosis. Small actions, positive encounters, and open attitudes can make a significant difference in enabling participation.
The message of the campaign is simple: Movement belongs to everyone.
People living with dementia deserve the opportunity to move, participate, and be themselves without fear of judgment or exclusion.
Watch the campaign video (in Finnish) on Instagram:
https://www.instagram.com/reel/DdA9uReD3Fk/?stkn=eGViZ2ZyZG1wb2Rx
