What If Expert Behaviour Support Was Always Within Reach?

This image started as a bit of fun — the “Dr Emma” action figure, complete with laptop, coffee, and emergency Maltesers.

But the longer I looked at it, the more it made me think.

I’ve worked in dementia care for over 27 years, and now as a behaviour analyst specialising in this field, I spend my days helping people understand why certain behaviours happen — and what small changes can reduce distress and improve quality of life.

But here’s the thing: I can’t be everywhere.

There are very few behaviour analysts who specialise in dementia, and most families and care teams don’t have regular access to one. That means people are often left without the support they need when behaviour becomes confusing, upsetting, or difficult to manage.

That’s what led to the idea behind Less Distress — a digital tool we’re developing at emwillcare to help people spot patterns in behaviour and access personalised, practical suggestions. It’s grounded in behavioural science but designed for real life.

We’re proud to be developing this as part of the Alzheimer’s Society Launchpad, and we want to make sure it’s genuinely helpful to the people who will use it.

🗣️ This is where you come in.

We’ve created a short, anonymous questionnaire to learn more about the challenges you face and the kind of support you’d actually find useful.

Whether you’re a family member, support worker, or care home staff — your voice matters.

👉 https://forms.gle/mXioGQLcScEKcJ2B7

🕐 It takes around 10 minutes to complete.

Your insight will help shape the development of Less Distress — so we can make it something that works for you.