In 2016, HSBC launched a strategic partnership with Alzheimer’s Society and Alzheimer Scotland. Together, we hope to make a positive difference to the lives of people affected by dementia. The partnership funds key support services, enabling people affected by dementia to live well and be a part of their community for as long as possible. We know that one of the biggest fears after receiving a diagnosis is losing independence, through our partnership we aim to make HSBC the UK’s first dementia friendly bank and help everyone living with dementia retain their financial independence for as long as possible. To showcase the partnership and the successes so far, HSBC UK ran a fully integrated Christmas marketing campaign across a variety of channels. Across December all 690 HSBC branches showcased window displays depicting the ways in which the bank has made steps to support those living with dementia. These key messages were shared through social media alongside an emotive video campaign with the #GiveAMemory. This reached 11.5 million people on social media alone – spreading the message and encouraging interaction; to remember loved ones at the time of year when those we have lost are at the forefront of our minds.