In January a launch ceremony was held for a new campaign to make Norwich a truly welcoming place for people living with dementia.

It sounded like a very ambitious scheme. Most dementia-friendly communities across the country are villages or small towns.

But that hasn't deterred staff at Age UK Norwich, and their faith in this fine city's institutions is being repaid.

Currently around 30 organisations have pledged their support, and outlined the steps they will take to help people with dementia.

The response has been magnificient - but Norwich can do even better.

Everyone, from individual to corporation, can play their part.

With dementia rates rising fast and the condition being England and Wales' biggest killer - now is the perfect time to take action.