
03/04/2025
For the past few months, I’ve been dedicated to developing a new way to support people living with dementia—one that transforms how we understand and respond to distressed behaviour. When I co-founded PACT, it became clear that the demand for behavioural expertise far outweighed the available support. As one of only around 80 registered Board Certified Behaviour Analysts worldwide specialising in dementia care, I knew there had to be a way to bridge this gap.
That’s why I’ve been building Less Distress, by emwillcare (https://www.emwillcare.com)—a digital tool that brings behavioural science directly to caregivers, helping predict and reduce distress before it escalates. Rather than reacting after behaviours occur, we help carers understand why they happen, and proactively alert them—so they can step in sooner, prevent crises, and improve quality of life.
This work is now gaining real momentum. After securing a place on the Business Wales / Busnes Cymru Accelerator Growth Programme last year, I’m proud to have been recently selected for a place on the highly competitive Alzheimer's Society’s Launchpad Programme—an initiative designed to support the most promising innovations in dementia care.
While it’s early days yet on our journey, we recently kicked off with a bang at our first in-person event in Leeds where we showcased Less Distress and emwillcare to a wide variety of people and businesses. I look forward to bringing you exciting information from this innovative development in dementia care!