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Sorry, @skydancer, your message came in while I was writing my earlier reply. I hope I've partly explained my take on things, but if you have further specific questions, I'll do my best to answer them.
When I was with AS, they had a CEO and leadership team that would only shortly afterwards be credibly accused of fostering a bullying culture, one main culprit of which was a fundraising director that I had also worked with at Macmillan Cancer Support, and who revelled in his 'divisive' reputation. They all left and quickly found posts at other charities. Income generation tends to trump ethics in these cases.
E11_FTW
As an insider EF11_FTW what's your view on the alzheimers society's approach to communicating about living with dementia?
If that video is anything to go by, they have seem to wish to communicate to the world that it's a long slow death. Which seems to contradict their dementia friends programme