Loose Women's Ruth Langsford's heartbreaking confession as she leads dementia campaign

Ruth Langsford is fronting a new campaign on dementia (Image: ITV)

Loose Women presenter Ruth Langsford will be spreading awareness on dementia in homes across the UK as she joins a new campaign.

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.

Throughout Christmas, ITV viewers will notice a change in the messages between shows, as Alzheimer's Society has partnered with the network to broadcast the campaign.

Ruth, 64, who is an ambassador for Alzheimer's Society, expressed her support for the cause, saying: "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."

Ruth's mother Joan has dementia (Image: @ruthlangsford/Instagram)

Ruth has a personal connection to dementia, having lost her father, Dennis, who died in 2012 after living with Alzheimer's for over a decade.

In a devastating blow to her family, Ruth now cares for her mother, Joan, who also lives with the condition.

She understands the pain and challenges that this time of year can bring for those affected by dementia, saying: "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."

Ruth concluded by urging viewers not to be startled by the unusual images and sounds between ITV programmes during the Christmas period but to share the aired messages with family and friends.

Ruth's father lived with Alzheimer's for over a decade (Image: ITV)

Alzheimer's Society provides assistance to those impacted by dementia, offering practical advice, emotional support and guidance for the best next step.

Ruth's new campaign comes after her mother suffered a serious fall which landed her in hospital with a fractured pelvis.

Despite Ruth's hopes that Joan, 94, would be out of hospital before Christmas, she is still being monitored by doctors whilst she recovers.

Taking to Instagram, Ruth gave fans a glimpse at some of the injuries Joan sustained, including a large purple bruise on her head.

She wrote in the caption: "Mum’s got a right shiner after her fall! Trying to soothe it with Arnica cream."

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.