(19/09/23) British Airways has entered into a
three-year partnership with Alzheimer’s Society, a charity that
works with people living with and affected by dementia.
addition to raising vital funds that will support services and research for people with dementia,
the new partnership will also see the airline working closely with
Alzheimer’s Society on a number of initiatives.
someone living with dementia, travel can seem like an impossible
challenge. Symptoms including disorientation, memory loss and
difficulties in planning can cause people with dementia to lose
track of their surroundings and get lost, even in familiar places,
and feel unsafe or uncertain of finding assistance if they need
British Airways A320 landing at LHR in June 2023. Picture by Steven Howard of TravelNewsAsia.com
Bespoke customer service dementia training for customer-facing
staff and the uptake of Dementia Friends across the organisation will help British Airways
employees learn how to better support customers, family and
friends affected by the condition. As the partnership progresses,
the flag carrier will also review and implement changes internally
to work towards making the airline even more dementia-aware.
“The urgency to meet the challenge posed by dementia is
greater than ever and we are delighted to be working with British
Airways to help improve the travel experience for people affected
by the condition. We’re looking forward to being part of the
journey,” said Kate Lee, Alzheimer’s Society CEO.
Dementia describes a set of
symptoms that over time can affect memory, problem-solving,
language and behaviour. Each person experiences dementia in their
own individual way, however, many experience stigma and a loss of
independence as a result of their symptoms.
Nearly one million people are living with the
condition in the UK, and 50 million people globally. Over half of
the population know someone with a dementia diagnosis and one in three people born in the UK today are
forecast to go on to develop dementia.
Alzheimer’s Society has become a beneficiary of the airline’s
BA Better World Community Fund, which marks its commitment to
investing in communities across its network. Since its launch in April 2022, the
fund has raised more than £3.4 million
and now supports more than 170 charities across the UK.
“This is a subject very close to my heart and many of us
have experienced a loved one living with dementia and know the
added anxiety that travel can bring,” said Sean Doyle, British
Airways’ Chairman and CEO. “Through this partnership, we
continue our commitment to make travel accessible for everyone
while raising awareness and funds for the vital work this
fantastic charity does.”
British Airways Executive Club Members can also
choose to make a donation using their Avios. When Avios are
donated to a project supported by the Community Fund, British
Airways Executive Club will donate the equivalent value of the
Avios in pounds to the chosen project, up to a total of £100,000.
Until 31 October 2023, each donation of £1 or 125
Avios to Alzheimer’s Society through British Airways’ BA Better
World Community Fund will enter a Prize Draw for the chance to win
a holiday of a lifetime to Dubai, including return flights in Club
World and five nights’ accommodation (T&Cs apply). Donations to
Alzheimer’s Society, and full details of the Prize Draw, can be
found through the BA Better World Community Fund
Alzheimer’s Society Video Highlighting Problems Caused by Dementia
Alzheimer’s Society is committed to ending the
devastation caused by dementia, providing help and hope to those
living with dementia today.
Editor’s Note: As dementia is something very close to many people’s
minds and hearts, it should be noted that some may find the
powerful message in the video below extremely upsetting. It is certainly a
tear-jerker, so do not watch if you are about to go into an