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E11_FTW
Have you conducted a properly weighted survey to capture the views of Alzheimer's Society service users? Or find out what drove this campaign? Because that might be something worth investigating. Rather than looking at what they spend and thinking "ooh that's a bit much".
Maybe people in the majority do feel like their loved ones die multiple times before death.
Those service users who are upset need to have their views heard. And then this needs to be explained back to the campaigners why it's not very sensitive.