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Vision, Mission and Values

Our vision

Our vision is a world without Alzheimer’s disease and other dementias.

Our mission

The Alzheimer Society of Canada identifies, develops and facilitates national priorities that enable its members to effectively alleviate the personal and social consequences of Alzheimer’s disease and other dementias, promotes research and leads the search for a cure.

Our values

Our values are “CARE: Collaboration, Accountability, Respect, and Excellence.”

Our guiding principles

In all of our publications and communications, we focus on using person-centred language and support the following principles:

  1. Personhood: A standing or status that is bestowed upon one human being, by others, in the context of relationship and social being. It implies recognition, respect and trust. -Kitwood, T.M.Dementia Reconsidered: the person comes first. p. cm.-(Rethinking Aging series)
  2. Dignity and respect: To create positive conditions where the person can live without fear of shame or ridicule; where people are treated with warmth and authenticity; listened to without judgment; and are given opportunity for self-determination and self-expression.
  3. Acceptance and understanding: To accept each person with unconditional positive regard; to accept behaviour as a form of communication which expresses unmet needs or emotions; and to assist the person to continue to enjoy basic personal freedoms.
  4. Relationships: To support and preserve present relationships; to support the person in the development of other positive relationships.
  5. Recognition and individuality: To recognize the individuality of each person with their own unique life experiences, personality, values, beliefs and opinions; to have these factors respected and incorporated in support planning.
  6. Relationships of trust: To provide the conditions necessary to satisfy fundamental needs and create a climate for personal realization by providing a relationship based on trust. In a relationship of trust the person knows confidences are respected; choice and control is maintained; and the person will not be abandoned.

Forget Me Not symbol

The Alzheimer Society uses the Forget Me Not flower as a symbol to represent memory loss, one of the symptoms of Alzheimer’s disease. It is also a reminder to remember people with Alzheimer’s disease and other dementias and their caregivers.

The three flowers in the symbol represent the person with dementia, the caregiver, and the Alzheimer Society.


Last Updated: 04/26/16
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