This week Ubisoft, creator and publisher of the bestselling dance video game, Just Dance, announced that it was joining forces with Alzheimer’s Research UK, the UK’s leading dementia research charity.
Why? It's all part of joint work between both groups to help raise awareness and money for Alzheimer's Research UK.
More specifically the campaign is asking people to share their own favourite dancing memories on social media in order to help raise awareness and funds for life-changing dementia research.
Since Tuesday 5 th November, the public has been showing their support by sharing a specially created film on social media, highlighting how dance connects us to our loved ones.
For every share, retweet or Regram of the film on social media, or use of the campaign’s hashtag, #JustDanceMemories, Ubisoft UK will donate £1 to Alzheimer's Research UK.
Supporters are also being asked to share their own favourite memories of the game using #JustDanceMemories, to help raise up to £30,000 for the charity.
Now that's something we can all agree is a good thing.
The money raised will help to power pioneering dementia research. Dementia is caused by physical diseases, most commonly Alzheimer’s.
One in three people born today will develop dementia in their lifetime, unless we bring about life-changing preventions and treatments.
Alzheimer's Research UK’s mission is to bring about the first life-changing dementia treatment by 2025.
The campaign film features Alzheimer's Research UK supporter, Lynne Wadsworth, and her mum, Anne Bath.
Anne is in the late stages of dementia and is no longer able to communicate – but her love for dancing still brings her enjoyment.
Every week, the pair attend a dance class for people living with dementia and Lynne says she ‘can see something change’ in her mum.
You can watch the campaign video above, below, pretty much everywhere on this page. We'll explain why further down.
Lynne, 50, who is her mum’s full-time carer, said:
“I’m so proud to be part of this campaign with Ubisoft and Alzheimer's Research UK. We used to buy Just Dance every Christmas and play it as a family, even my mam and dad would get up dancing. She met my dad at a dance hall and he always calls Mam the ‘Dancing Queen’. Now that Mam is in the late stages of dementia, she is a completely different person and can no longer communicate with us. But when we attend the dance class, something changes inside her and I know that she is still there.”
Ian Wilson, Chief Executive at Alzheimer's Research UK also added:
“We’re so excited to be partnering with Ubisoft for this fantastic campaign. Just Dance is a game that brings back lots of heart-warming memories for so many of us. Tragically, dementia threatens to steal our precious memories – whether it’s our favourite song, recognising our loved ones or the ability to carry out everyday tasks. Through this campaign, we are hoping to raise support for much-needed dementia research so we can keep people connected to their families, their worlds and themselves for longer.”
Whilst Mark Slaughter, Marketing Director at Ubisoft UK finally added:
“We are very pleased to be launching this campaign for such an important cause. Alzheimer's Research UK’s work to help find a cure for dementia and improve understanding about the condition will make such a big difference to communities and families. Since Just Dance launched ten years ago, over 7 million players across the UK have enjoyed making memories with their friends and families through dancing, and we think this campaign is a perfect way to celebrate the brand’s special anniversary.”
THE IMPORTANT BIT – HOW TO GET INVOLVED
Participants can get involved on Facebook, Twitter and Instagram. For each action below, Ubisoft will donate £1 to Alzheimer’s Research UK. We've embedded each of there social media platforms on this page, so there's really no excuse to jump in and get involved.
Share the campaign video from @justdancegame or @AlzheimersResearchUK, or upload your own favourite memory, using the hashtag #JustDanceMemories
You can either Regram, comment or tag the campaign video from @justdance_uk or @AlzheimersResearchUK, or upload your own favourite memory using the hashtag #JustDanceMemories.
• On Twitter
Retweet the campaign video from @Ubisoft_UK or @AlzResearchUK, or upload your own favourite memory on the platform using #JustDanceMemories.
Find out more about the campaign here: alzres.uk/JustDanceMemories
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