The Alzheimer's Society in Hull and the East Riding is encouraging people who have concerns about dementia to stop bottling it up this Dementia Awareness Week.
During the campaign, which runs from Sunday, May 18, to Saturday, May 24, people will have an opportunity to learn more about dementia and how the Alzheimer's Society can help.
The charity will be hosting an information stand at St Stephen's shopping centre on Tuesday, May 20, from 10am to 4pm.
Margaret McHugh, services manager for Alzheimer's Society, said: "Dementia has replaced cancer as the health condition people fear most.
"It is, therefore, no surprise that many people feel confused or even ashamed to talk about it.
"We all bury our heads in the sand from time to time but it is important to seek help.
"The sooner you know what you're dealing with, the sooner you can get on with your life.
"This event is a great opportunity to find out more about how the Alzheimer's Society can help you."
For details, email hull&eastridingservice@alzheimers.org.uk, call 01482 211255 or visit the Alzheimer's Society website.