Ubisoft partners with Alzheimer's Research UK to raise £30,000 for the charity

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.”

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