British Airways Joins Fight Against Dementia by Partnering Alzheimer’s Society

Dark/Light Mode (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.

In 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.

For 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 it.

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.”

Those wishing to make a donation to Alzheimer’s Society can do so via the BA Better World Community Fund.

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 website.

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 important meeting!

For more information about dementia and the charity, please visit Alzheimer’s Society’s website (opens in a new tab).

For more information about dementia and the charity, please visit Alzheimer’s Society’s website (opens in a new tab).

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