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North Warwickshire Borough Council

North Warwickshire Borough Council covers Warwickshire’s northern borough, working in the market towns of Atherstone, Coleshill and Polesworth. The borough is bordered by Tamworth, Birmingham, Solihull, Leicestershire, and Nuneaton, and has over 62,000 residents. The council offers a variety of services to the Borough of North Warwickshire, and helps many different people every day.

15 May 2018
West Midlands
Local Authorities
Local Alliances:
Coventry and Warwickshire Dementia Action Alliance

1. Action Plan

1. The National Dementia Declaration lists seven outcomes that the DAA are seeking to achieve for people with dementia and their carers. How would you describe your organisation’s role in delivering better outcomes for people with dementia and their carers?

Working both within our own organisation and the community (including businesses, community groups and individuals), North Warwickshire Borough Council is working to become a Dementia Friendly Organisation and help make Atherstone town a Dementia Friendly community. This is to allow any person affected by dementia to feel safe in the town, and know that they will be treated with respect and dignity during their time in North Warwickshire. North Warwickshire Borough Council has committed to ensure all members of staff (including leisure centre staff, bin collectors, street cleaners, gardeners, office staff, customer service teams etc) become Dementia Friends. While working towards ‘Dementia Friendly’ status, North Warwickshire Borough Council will work alongside established dementia support groups, helping them to increase the numbers they are able to support, as well as finding members of the community to support the groups as well.

 We have already begun work throughout the town ensuring members of front line staff are able to communicate more effectively with someone with dementia, ensuring the person feels valued and accepted while in North Warwickshire. We are also working alongside Atherstone and Coleshill Fire Stations to make all fire fighters Dementia Friends.  Working along side the local businesses, we are developing a series of events for Dementia Awareness week, with the aim of the businesses taking ownership of dementia events in the future to enable as many people as possible to become a Dementia Friends.

2. What are the challenges to delivering these outcomes from the perspective of your organisation?

One of the main challenges to delivering our outcomes is that we are relying on participation from local businesses, as well as key members of the community to be found and utilised to support the various services. While we have found these members in different communities, we have not yet found any in Atherstone Town.

Another challenge that we may face is the willingness from local businesses to engage in the events and Dementia Friends sessions. As the sessions are voluntary for all community participants, we are relying on interested parties/persons to attend and then spread the messages being delivered in the sessions. 

Member website


2. Actions

  • Promotion of Dementia Friendly Communities

    As North Warwickshire Borough Council aims to make Atherstone town a Dementia Friendly Community, This will be promoted at all events to increase community and business engagement. Atherstone has a mix of local and national businesses (both large and small) and therefore has a good opportunity to create many Dementia Friendly Businesses, all of which will work towards our status of a Dementia Friendly Community.

    Every event hosted will include written information (both printed and online) regarding the aim of Dementia Friendly status, as well as information for businesses/individuals should they want to become Dementia Friendly.

    Being implemented
  • Participation from local businesses – using established community partnerships to promote services

    Atherstone town already has a number of committees for various events and partnerships. We have already attended one partnership meeting to discuss dementia and the services available, and will continue to attend as many meetings as possible.

    Using both social media and printed information leaflets, we hope to reach as many different members of the community, covering a variety of age ranges and social groups. The shops/businesses in the town are varied and cater for a wide range of individuals.


    Another way in which we hope to increase participation from local businesses is by holding a launch event, and subsequent events (particularly throughout Dementia Awareness Week) to promote the various dementia services as well as Dementia Friends to the local businesses, community groups and the general public. 

    Being implemented
  • Finding key community partners – influential people within the community

    By holding various events, speaking to businesses, community groups and members of the public, we will find and engage with people who are passionate about dementia, or who have an interest in dementia. Many business owners are key members of the community and often engage with a variety of events, therefore these people will be approached alongside community based discovery work.

    Various organisations (such as the church) will also be approached, to help contact as many community groups as possible.