Action Plan

Active Minds create award-winning activity products for people living with Dementia. Founder Ben Atkinson-Willes was caring for his grandfather when he noticed a distinct lack of age-appropriate products designed for the needs of people with dementia, the only products available at the time were children’s toys. Active Minds design and develops specialist activity resources in partnership with professional carers and individuals living with dementia. They now support many of the leading residential care providers and NHS trusts. In the last 8 years Active Minds have helped over 150,000 people with dementia continue to pursue the hobbies they enjoy.

Commitment 1 - Relating to: Social Care/Welfare/Safeguarding

Active Minds reports on the impacts it's product and services on an annual basis and one of the key success measure that we look at is isolation and connection. Have our products been able to increase social participation, reconnect with families are some of the questions we ask people using the products.


How will your organisation achieve Commitment 1?


Active Minds will continue to invest in a research led design process to ensure all our products are as effective as they can be. Working closely with people with dementia, their families and carers to make sure their challenges are addressed. In particular we will focus on resource for people in later stage dementia who can often face the greatest challenges staying connected and engaged.

  • We have the right to continue with day to day and family life, without discrimination or unfair cost, to be accepted and included in our communities and not live in isolation or loneliness.

Commitment 2 - Relating to: Social Care/Welfare/Safeguarding

One of the biggest opportunities to improve the lives of people with dementia is through training and supporting the people who care for them. In 2018 there will be a big shift away from developing products to developing resources and tools to support carers deliver person centred, age appropriate and engaging care.


How will your organisation achieve Commitment 2?


In January 2019 we will launch Alice, a digital service that will help bring care homes to life. The service will include training to upskil staff, tailored activity finder, connection with an expert and a community to share good practice. Through this we aim to improve the quality of activity provision in care homes as well as continuity across different teams. We aim to have at least 100 care homes signed up to the service in the first year

  • We have the right to an early and accurate diagnosis, and to receive evidence based, appropriate, compassionate and properly funded care and treatment, from trained people who understand us and how dementia affects us. This must meet our needs, wherever we live.

Commitment 3 - Relating to: Social Care/Welfare/Safeguarding

Research has always been a core part of the business and instrumental to the development of any new product or service. 2019 will see a greater focus on how we can support people with dementia living in the community. As always this will be research led to discover what products or services would be most beneficial.


How will your organisation achieve Commitment 3?


In partnership with Essex Council we have already begun initial research with people with dementia living at home. This work will continue at multiple levels, primarily with people with dementia and their carers but also will councils, CCG, charities, care companies that are involved in their care. By the end of 2019 we aim to have a detailed plan of how we are going to better support this area, in particular the families who are so critical to their care.

  • We have the right to know about and decide if we want to be involved in research that looks at cause, cure and care for dementia and be supported to take part.

Commitment 4 - Relating to: Social Care/Welfare/Safeguarding

Over the past 12 months the Active Minds has made a significant investment in a new digital service to support professional carers looking after people living with dementia. The service will help train carers to deliver person centred, appropriate and engaging activities that will help improve the quality of life of the people they care for. The service launches in January 2019 and there is already significant interest from many of the large care providers in the UK.


How will your organisation achieve Commitment 4?


The NDAA has supported Active Minds in a number of way, the events have helped keep the business up to date with the latest news, in particular the updated dementia statements. In addition to this Active Minds has been able to present it's research at a number of the regional events.

  • We have the right to know about and decide if we want to be involved in research that looks at cause, cure and care for dementia and be supported to take part.