Client: Alzheimer's Society
Alzheimer’s Society has been the official charity partner of The Football Association (FA) since 2021, raising over £1.5 million for dementia services and research in that time. In October 2025, the partnership made history when 22 football fans living with dementia walked out alongside the players of England and Wales senior men’s teams ahead of their match at Wembley Stadium. Players of both teams also returned for the second half of the game wearing shirts with their names removed to draw attention to memory loss. The emotive activation was broadcast live to millions and was backed by an integrated comms campaign to tell the stories behind the faces that accompanied players onto the pitch.
