Just Dance marks 10 years by partnering with Alzheimer’s Research UK to protect our memories
05 November 2019
Ubisoft UK, creator and publisher of the bestselling dance video game Just Dance, is joining forces with Alzheimer’s Research UK, the UK’s leading dementia research charity, to help protect the cherished memories Just Dance helps families to create. The campaign will be asking people to share their own favourite dancing memories on social media in order to help raise awareness and funds for life-changing dementia research.
From Tuesday 5 November, the public will be invited to show their support by sharing a specially created film on social media, highlighting how dance connects us to our loved ones. For every share, retweet or Regram of the film on social media, or use of the campaign’s hashtag, #JustDanceMemories, Ubisoft UK will donate £1 to Alzheimer’s Research UK.
Supporters are also being asked to share their own favourite dance memories using #JustDanceMemories, to help raise £30,000 for the charity.
The money raised will help to power pioneering dementia research. Dementia is caused by physical diseases, most commonly Alzheimer’s. One in three people born today will develop dementia in their lifetime, unless we bring about life-changing preventions and treatments. Alzheimer’s Research UK’s mission is to bring about the first life-changing dementia treatment by 2025.
The campaign film features Alzheimer’s Research UK supporter, Lynne Wadsworth, and her mum, Anne Bath. Anne is in the late stages of dementia and is no longer able to communicate – but her love for dancing still brings her enjoyment. Every week, the pair attend a dance class for people living with dementia and Lynne says she ‘can see something change’ in her mum.
Lynne, 50, who is her mam’s full-time carer, said:
“I’m so proud to be part of this campaign with Ubisoft and Alzheimer’s Research UK. We used to buy Just Dance every Christmas and play it as a family, even my mam and dad would get up dancing. She met my dad at a dance hall and he always calls Mam the ‘Dancing Queen’. Now that Mam is in the late stages of dementia, she is a completely different person and can no longer communicate with us. But when we attend the dance class, something changes inside her and I know that she is still there.”
“We’re so excited to be partnering with Ubisoft for this fantastic campaign. Just Dance is a game that brings back lots of heart-warming memories for so many of us. Tragically, dementia threatens to steal our precious memories – whether it’s our favourite song, recognising our loved ones or the ability to carry out everyday tasks. Through this campaign, we are hoping to raise support for much-needed dementia research so we can keep people connected to their families, their worlds and themselves for longer.”
Mark Slaughter, UK Marketing Director at Ubisoft UK, said:
“We are very pleased to be launching this campaign for such an important cause. Alzheimer’s Research UK’s work to help find a cure for dementia and improve understanding about the condition will make such a big difference to communities and families. Since Just Dance launched ten years ago, over 7 million players across the UK have enjoyed making memories with their friends and families through dancing, and we think this campaign is a perfect way to celebrate the brand’s special anniversary.”
Find out more about the campaign by clicking on the picture below.