Events such as the charity’s annual Memory Walk will become a bigger part of its fundraising and awareness strategy.
Monks told Marketing Week remains a “lingering stigma” attached to dementia that comes from a lack of understanding.
She adds: “Our comms challenge is how to get awareness that dementia is not a helpless cause. We’ll look at what we do to make it clear that we stand for a range of people touched by dementia and Memory Walk provides and opportunity.
“I like to think of the way Gay Pride march has become a parade to stand up to the stigma [surrounding homosexuality]. We can use the Memory Walk not just as a fundraising platform but as a signal for people to stand up and own the issue.”
Monks, formerly director of supporter relations and fundraising at Breast Cancer Campaign, joins the Alzheimer’s Society on 10 September.
She has also worked at Action for Children, Shelter and RNID and chairs the Institute of Fundraising.