Celebrities launch our Forget Me Not Appeal with striking new portraits

Today, Monday 2 June, Alzheimer’s Society has released a new photography series to launch its 2025 Forget Me Not Appeal which aims to end the devastation caused by dementia – the UK’s biggest killer, with nearly one million people in the UK living with the disease.

Alzheimer’s Society Ambassadors Anna Richardson, Gareth Locke-Locke and Meera Syal CBE feature in a powerful and intimate series of images – Unforgettable Frames – shot by celebrity photographer Sam Riley.

Unforgettable Frames sees the celebrities, who all have personal experience of dementia, opening up family photo albums to share intimate photos of their lives before dementia devastated their families, and their personal reasons for wearing their Forget Me Not badge.

I wear my badge to... shine a light on the struggle

Anna Richardson, Alzheimer’s Society Ambassador and presenter of the Channel 4 documentary 'Anna Richardson: Love, Loss & Dementia', explained: 

I wear my Forget Me Not badge for my dad, Jim. My memories of my dad are him being so vibrant, purposeful and really key to the community. 

"Seeing my dad’s dementia get worse is just heart-breaking. Dementia is a struggle for the person with it and also for their family. I’m proud to wear my Forget Me Not and help shine a light on struggles that dementia can bring.”

I wear my badge to... show people they aren't alone

Alzheimer’s Society Ambassador and TV personality, Gareth Locke-Locke, shared a childhood photo of his mum Margaret, with him and his brother. Margaret was diagnosed with early-onset dementia at the age of 54. Gareth said: 

My mum was an amazing mother and would do anything for us. Dementia is devastating. 

"It can be very isolating, both for the individual and their loved ones. I wear my Forget Me Not to show people that they’re not alone and that we’ll face this together.”

I wear my badge to... let people know support is available

Actress and writer Meera Syal CBE, whose father Surinder lived with dementia, received support from Alzheimer’s Society before becoming an Ambassador of the charity. Meera shared a photo of her with her father who died in 2018, and said: 

Alzheimer’s Society was really invaluable in its support when we were going through my father's diagnosis and after. 

"I wear my Forget Me Not badge to honour his memory and let others know that there is support available.”

Dementia is something that affects us all

Corinne Mills, interim CEO at Alzheimer’s Society, said: 

“One in three people born in the UK today will develop dementia in their lifetime so it’s something that affects us all. The forget-me-not flower in our logo symbolises solidarity and hope within the dementia community and this June we’re asking people to help beat dementia by donating to get your Forget Me Not and show what beating dementia means to you.

Everyone will have their own reason for wearing a badge, it could be in honour of a loved one receiving life-changing support, or in recognition of the ground-breaking research shaping the future for those living with dementia.

Forget Me Not

Badges will be posted to you when you make a donation online or in-store at Morrisons from Monday 2 June to Sunday 8 June. 

You can also support by hosting a fundraising Forget Me Not Tea Party to raise money for people living with dementia.

Throughout June we will partner with ITV to raise awareness of its support services, linked to the emerging Coronation Street storyline which has seen long-standing character Debbie Webster being diagnosed with dementia.

Alzheimer's Society lifted a weight from my shoulders

Gareth Davies, 43, from Birmingham, is a beneficiary of the 2024 appeal. His mum, Teresa, 77, was diagnosed with Alzheimer’s disease during the pandemic, and is cared for at home by her son.  

An Alzheimer’s Society Dementia Advisor provides practical and emotional advice to Gareth to help him look after his mum, which was particularly needed following the recent death of his father.

Gareth said: “When you’re looking after someone with dementia, you’re in a bubble that you know just isn’t going to be burst, and no one else can see it from your point of view.  

But when Kiran came on the phone it was literally like a weight had been lifted from my shoulders and my head. I didn’t feel alone anymore.  And she has been there ever since.