A reminiscence smartphone app is helping people with dementia in hospital cope with what can be a disorientating, frightening and confusing experience. The Ad-Memoire app, featuring TV ads from the 1950s – 1970s, is designed to stimulate fond memories when patients are shown them on a tablet or iPad. Funding from the Alan Boswell Group Charitable Trust has paid for a licence to show Ad-Memoire in various East Anglian Hospitals, including Norfolk and Norwich University Hospitals where dementia support worker Claudia Cole is pictured viewing the app which includes classic adverts for Heinz Baked Beans and Kellogg’s Cornflakes, among many others. According to Liz Yaxley, who heads the hospitals’ dementia support team, the app was invaluable during lockdowns. “The adverts on the app bring back happy memories and generate great conversations and it’s great fun singing along to the catchy tunes,” she said.