6 days ago
- Entertainment
- Pembrokeshire Herald
Celebrity portraits launch Alzheimer's Society Cymru's Forget Me Not Appeal
New campaign highlights personal stories and raises vital funds for dementia support across Wales
A POWERFUL new portrait series has been unveiled by Alzheimer's Society Cymru to mark the launch of its 2025 Forget Me Not Appeal, aimed at tackling the devastation caused by dementia—currently the UK's biggest killer.
The photography series, titled Unforgettable Frames, features Alzheimer's Society ambassadors Anna Richardson, Gareth-Locke-Locke, and Meera Syal. Each has been personally affected by dementia and shares intimate photos and reflections on loved ones impacted by the condition.
Their message is simple: wear a Forget Me Not badge and support life-changing work across Wales and beyond.
Almost one million people in the UK, including more than 50,000 in Wales, are currently living with dementia. The Forget Me Not Appeal encourages people to donate and wear the symbolic badge throughout June to show solidarity and help fund research and support services.
Donations can be made at more than 400 Morrisons stores across the UK from 2–8 June, where volunteers will be offering badges at collection points.
TV presenter and Alzheimer's Society Ambassador Anna Richardson, who recently presented Anna Richardson: Love, Loss & Dementia on Channel 4, said:
'I wear my Forget Me Not badge for my dad, Jim. He was vibrant and a pillar of the community. Seeing him struggle with dementia has been heartbreaking—not just for him, but for us as a family. I'm proud to wear the badge and raise awareness of what so many are going through.'
Swansea-based rock band The Fiends are also backing the appeal with a new single, Lost Control, written in memory of lead singer Eggy's grandfather, who died from Alzheimer's last year. The emotional track explores the impact of dementia on their family.
'When we recorded it, we realised every band member had been touched by dementia,' the group said. 'The first time we played it, we all shed a tear. Music helps keep memories alive—and we want people to know they're not alone.'
Every donation makes a difference:
£10 could help fund research to find a cure
£20 could provide two weeks of vital Companion Calls
£50 could enable a family to access expert support from a Dementia Adviser
In 2023/24, Alzheimer's Society's Dementia Support Line answered nearly 60,000 calls from people in need.
Morrisons is once again supporting the campaign across its stores. David Scott, Director of Corporate Affairs, said:
'We're proud to partner with Alzheimer's Society for the third year running. Dementia affects many of our colleagues and customers, and we hope to spark conversations, raise awareness, and show our support.'
Supporters across Wales are also encouraged to host a Forget Me Not Tea Party or donate online at:
Corinne Mills, interim CEO at Alzheimer's Society, added:
'One in three people born today will develop dementia during their lifetime. The Forget Me Not flower represents hope and unity, and we're asking everyone to wear one this June. Whether it's in memory of a loved one or to support future breakthroughs—this badge says you stand with us.'
