British Airways and Alzheimer’s Society are delighted to deliver a three-year strategic partnership, January 2023-26. We’ve united to create a more dementia aware airline and travel experience for customers living with dementia and their carers.
'The urgency to meet the challenge posed by dementia is greater than ever and we are absolutely delighted to be working with British Airways to help transform the travel experience for people affected by the condition. We’re looking forward to being part of the journey with you', Kate Lee, Chief Executive Officer, Alzheimer's Society.
Dementia is the biggest health and social challenge of our time
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. That’s the equivalent of more than 23,000 British Airways colleagues and over 20 million of your customers.
The importance of dementia-aware airlines
For someone living with dementia, travel can be an impossible challenge. For example, disorientation, memory loss and difficulties planning can cause people with dementia to lose track of their surroundings and get lost, even in familiar places. It can be daunting for someone with dementia to travel alone - they may feel unsafe, or uncertain that they'd be able to find assistance if they need it. Improvements in understanding, support and accessibility will transform the travel experience for people living with dementia and their carers, and help them lead fulfilling and independent lives.
With the help of British Airways and their incredible colleagues, we will work together to ensure nobody has to navigate the challenges of dementia alone!
‘I don’t think my dad was able to make many new memories on that trip. But in those moments when he was truly with us, he knew he was loved and doing what he loved. The memories were for us to keep. The memories of him being there with us.’ Katherine, whose father has dementia.
Together we are help and hope for everyone living with dementia
During the course of our three-year partnership, we will:
- Raise awareness of dementia through Dementia Friends
- Ensure British Airways colleagues are equipped with the training and knowledge to best support peers and customers affected by dementia
- Review and implement changes internally that make British Airways a more dementia-aware airline.
- Raise vital funds to make sure help and support are always available to those who need it most.
The impact your fundraising makes
Your support means that people don't have to face this condition alone, and that together, we can build a better tomorrow for everyone affected by dementia. Through colleague fundraising and partnership events, British Airways will raise vital funds to provide life-changing services for those affected by dementia, and ground-breaking research that will transform the future for everyone living with dementia.
'Thank you to all British Airways colleagues and your clients, friends and families, for helping us raise vital funds. Through your support, we can develop life-changing services and continue to fund ground-breaking research, helping people living with dementia to live independent and fulfilling lives. We couldn’t do it without you', Kate Lee, Chief Executive Officer, Alzheimer's Society.
If you've been affected by the contents of this video and page, and would like support, please visit www.alzheimers.org.uk