Hope flies off the shelves to help Alzheimer’s Society

The new fundraising mechanism has been created by advertising agency JWT London, with Alzheimer's Society the first charity to sign up to the new initiative.

Amongst the usual products you would expect to find in a supermarket, wooden blocks featuring the word 'Hope' are being displayed on shelves at Thornton's Budgens stores in Belsize Park and Crouch End. Customers can pick them up and take them to the check-out, where the barcode is scanned at a cost of just £1. This contribution will help local people affected by dementia.

HOPE will be trialled in these two Thornton's Budgens stores with the view of expanding the scheme.

Alzheimer's Society Community Fundraising Manager, Jennifer Moseley, said:

'We're always looking for innovative and quirky new ways to raise money and the 'Hope' initiative does just that. The great thing about this scheme is that shoppers can choose to donate a small but vital amount of money in an easy way, simply by taking the block with the rest of their groceries to be scanned at the check-out.

Dementia is the number one social care issue of our generation - there are currently 800,000 people with the condition in the UK and this is set to rise to 1 million in less than 10 years' time. That's why fundraising is so vital, enabling Alzheimer's Society to continue its work in supporting those affected by dementia today and funding research to find a cure for tomorrow.'

Joseph Petyan, Executive Partner at JWT London, said:

'We are immensely proud of HOPE, an initiative we believe will revolutionise the way people think about making a charitable donation. The aim is for HOPE to become a part of people's everyday lives and something as regular as buying everyday grocery.'