Hi Chris100, found the advert.
They are saying that each time a person with Alzheimer's struggles to remember key people, events, skills, memories, part of them dies a little bit each time.
So they die bit by bit. Often over many years.
Alzheimer's is cruel in that the brain gradually fails.
So the man comments on his mum dying a bit, when she couldnt remember making meals.
Dies again when she suddenly couldnt remember her husband.
He was gradually losing his mum. That that was hard to cope with . Hard to see those areas of his mum's life being erased from her memory. Her memory dying. Then his mum died.
It does mention in the forum email that it is very hard hitting. But they are trying to highlight that 50% of the population die from Alzheimer's/dementia. So it needs far more resources going into supporting elderly people, their families, and support services.
Hope that helps.