For most of us, the idea of losing our own treasured memories is almost impossible to comprehend, but tragically for 850,000 people in the UK living with dementia this is exactly what they face every day, with an estimated 61 per cent of those women.
Often one of the early effects of this devastating disease is the loss of smell, taking with it all those memories we usually attach to certain scents. So with this connection in mind, Alzheimer's UK have partnered up The Perfume Shop to create a 'Memories Matter' campaign, exploring the link between scent and memory further to raise awareness and vital funds to support ongoing research into the causes, treatments and a possible cure for dementia.
And they're calling on you to get involved and help defeat dementia.
Between the 16 and 24 May, you can share your favourite scent memories and photos on Twitter, tweeting to @theperfumeshop and including the hashtag #memoriesmatter, and this will be matched will be matched by a £1 donation (for the first 3,000 tweets) from The Perfume Shop. Whether it’s a snap of your freshly cut lawn or a fragrance that most evokes a loved one or a lost time, the shared memories will all generate support for dementia research.
During this period, The Perfume Shop will also be offering a £1 optional gift wrap donation in-store and a £2 text donation line – which you can make by texting DEFEAT to 70099.
Last year The Perfume Shop Memories Matter campaign raised in excess of £62,000 for Alzheimer’s Research UK and they're hoping they can top this for 2015.
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