'My Mum' - the nation's most priceless memory

When asked for their most priceless memory, something they would never want to forget, 68 per cent of people shared a memory associated with their family, with 'my mum' topping the poll as the most treasured family memory. The 'birth of my children' was a close second.

Whilst many men showed their sentimental side, men were still more likely to want to remember a sporting event, such as the Ashes 2005 or Liverpool winning the FA cup, than treasure a memory associated with their wedding anniversary.

'At this time of year we often reflect on the things that are most precious to us, and the Alzheimer's Society's survey shows that despite all the expensive gifts that we receive, and the exotic holidays we may go on, the things that we value and remember the most are our family. You cannot put a value on the beautiful memories that people have pledged in support of this campaign. In the run up to Christmas it is vital that we remember those who forget and fight to keep the only drugs for the treatment of dementia on the NHS. Memories matter to us all.'

For more inforamtion about the campaign, visit http://www.handsoffdementiadrugs.org/.