Alzheimers Society

In 2019 Heather worked with the in-house team at the Alzheimers Society to plan and deliver the national media campaign for the charity’s annual Cupcake Day.

The task was to raise awareness in the media to inspire participation and meet the charity’s fundraising target, in order to support more people affected with dementia.

The media launch was supported by actress Suranne Jones who featured in a video, with Paul, who lives with a rare form of dementia called Pick's Disease, baking cupcakes and discussing her own family’s experience of dementia. Heather project managed the campaign, and worked with the in-house team to package up content including an edit of the video, quotes and interviews with Suranne and case studies, which were offered to the media in the lead up to launch.


The campaign received the most media coverage since the fundraiser was launched in 2016, with key media coverage including The Sun, The Metro, The Daily Express, The Independent, Stylist, Yahoo and Good Housekeeping, which helped to create the most successful campaign to date with over £1 million raised for the charity.


Total reach

Donations raised
£1 m

“Heather supported the team through a busy period on two key campaigns for the society. Firstly, on Cupcake Day - achieving the most successful media campaign to date, which helped to raise a record-breaking amount for the fundraiser and secondly with planning and leading a successful launch for our 2019 Memory Walk campaign. We absolutely could not have done it without her and I greatly appreciate all she achieved.”
Claire Grindal, Head of Communications

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