Alzheimer's Society prepares online fundraising drive

by Daniel Farey-Jones, Brand Republic 25-Aug-06, 07:00

LONDON - The Alzheimer's Society is launching a fundraising campaign on World Alzheimer's Day on September 21 in partnership with online photo service PhotoBox and Woman's Weekly magazine.

The "Million Memories" campaign aims to gather pledges to the charity via a bespoke website. The public will be encouraged to use the site to make a donation and upload treasured photos to store and share with friends and family.

The goal is to reach a million photos and raise £3m to continue helping the 750,000 people in the UK affected by dementia.

Fundraising agency Cascaid is creating the site as well as a supporting print campaign, with More2 handling PR duties.

The "Million Memories" site will link to PhotoBox to allow people to purchase prints and greeting cards from the photos posted, with a percentage going to the charity.

Jo Swinhoe, director of fundraising for the Alzheimer's Society, said: "Memories are a gift we too often take for granted. The "Million Memories" campaign is a simple way to make your memories matter: by donating your favourite memory online, and sharing it with your friends and family, you will be helping people with dementia."

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