Executive summary In this report, the findings of a literature review about the growing prevalence of dementia are analyzed as a public health issue in the United Kingdom (UK). Dementia is associated with degenerative cognitive functioning, which often manifests as anxiety, depression, and memory loss among its victims. Statistics relating to dementia, as a mental health issue, suggest that there will be an increase in the number of patients diagnosed with the disease as more people seek help for their mental health issues and the population of elderly people continues to rise. Despite the importance of understanding the impact of dementia on society, gaps are reported in the process of formulating effective health promotion campaigns. In this report, the health belief model is evaluated as a practical theory for use in health promotion. The model’s focus on people’s beliefs and values suggest that future health interventions should exploit the same constructs to develop effective health program. However, the need to adopt sound ethical practices when doing so is critical because people’s values and beliefs need to be synchronized to develop effective health campaigns about mental health. In this regard, in this report, it is proposed that future health promotion campaigns should use information from national data to develop effective campaigns and convey vital information to the public in a way that does not oppose their beliefs about the disease. These recommendations are particularly designed for application in the UK where the population is relatively aware of the disease. Introduction It is sad for a parent to lose the memory of their children or fail to recognize them at all because of dementia. Such is the effect of the disease because it has a degenerative effect on people’s feelings, thoughts, and responses (Alzheimer’s Society, 2020a). Dementia is a group of neurological diseases affecting the brain (NHS, 2020; Bhugra, 2019). This organ is usually made up of many nerves, most of which communicate well with each other. Dementia affects its neurological transmission pathways and, by extension, brain functioning. In advanced cases, the condition impedes cognitive functioning. Although dementia affects people from different parts of the world, most cases are concentrated in wealthy countries that have a high population of elderly people. Therefore, one of the most common risk factors for this disease is old age. It is estimated that there are more than 200 types of dementia but Alzheimer’s, mixed and vascular dementias are the most commonly known. This report examines the literature relating to the disease because of the growing number of elderly people in the UK who are vulnerable to it. Particularly, the rise in the number of elderly people from World War II and baby boomer generations has increased the susceptibility of local communities to this disease because these demographics form a significant percentage of the total populace. Dementia is also studied in this report because it is poorly diagnosed and may affect more people than has been previously thought. Increased cases of mental health issues within the society further necessitate a review of literature on this disease. Overall, this report aims to critically evaluate facts about the disease, as a public health issue. To achieve