This year’s Dementia Awareness Week, from May 31 to June 6, has reflected upon the devastating impact of the Covid-19 pandemic on the Dementia community with a focus on exploring ‘Hidden voices, Hidden impact, Hidden cost’. We can make a pledge to ensure that the hidden impact of the coronavirus pandemic on people with dementia, and their families and carers, is brought to the forefront. I write as someone who has lived experience from supporting my mother who is a care home resident with dementia. As research has accumulated over the last 14 months, a clear picture has emerged that people with dementia and their families are particularly susceptible not just to the infection, but also, have experienced negative effects from the measures put in place to mitigate the spread of the virus.