New Halloween text donate campaign set to raise vital funds for Alzheimer's Society

People are being urged to get out their mobiles this October and text the word SCARY to 70444. In return they may receive a spooky Halloween trick or treat text message back.

Treats include handy hints and tips on how to make your own Halloween costumes and recipe ideas for spooky party food. And tricks include cheesy jokes and riddles.

Texts cost £1.50* which will be donated to Alzheimer's Society and Alzheimer Scotland.

Together, Alzheimer's Society and Alzheimer Scotland are Tesco Charity of the Year 2011 and hope to raise £5million to build a better future for people with dementia. During October thousands of Tesco staff across the UK are joining together to celebrate Halloween with a variety of spooky events and ghoulish activities that will raise vital funds.

Tom Hubbard-Green, E-Marketing and Social Media Manager at Alzheimer's Society said:

'As a charity we've used text donate before; but we've never used it in such an innovative way. The campaign is themed around Halloween and uses a special platform which lets us send randomized bounce-back messages to our supporters featuring a trick or a treat. This type of text donate campaign is a first for Alzheimer's Society and we hope it will be attractive to those wanting to donate to a charity, but don't have the time to spare to organise a fundraising activity.'

Tom continues:

'It's a fun and easy way to celebrate Halloween while raising vital funds to help fight dementia.'

Josh Hardie, Head of Corporate Responsibility from Tesco, said:

'This campaign is a fresh way to raise money for our charity of the year, Alzheimer's Society and Alzheimer Scotland during October. This year our staff and customers will go all out to celebrate Halloween, with spooky outfits and fun activities. We think they'll like the opportunity of receiving something in return for their donation. We hope everyone will get out their mobiles and show their support and get texting.'

The partnership will fund new research, dementia support professionals to help those living with the condition and a Dementia Community Roadshow which is travelling around UK Tesco stores raising awareness of dementia and encouraging people worried about their memory to visit their GPs.

The text to donate campaign, which will launch on Friday 7 October, will run throughout October, including Halloween on Monday October 31st.

For more information about Alzheimer's Society, Alzheimer Scotland and Tesco Charity of the Year 2011 please visit www.alzheimers-tesco.org.uk or call the hotline on 0845 678 7678.

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* Terms and Conditions - texts cost £1.50 plus network charge. Alzheimer's Society (registered charity number 296645) receives 100% of your donation and will give 10% of the donation to Alzheimer Scotland (Alzheimer Scotland is a registered charity in Scotland SC022315). Please obtain bill payers permission. Call 0844 847 9800 if you have any queries

Notes to Editors

• Together Alzheimer's Society and Alzheimer Scotland are Tesco Charity of the Year 2011 and hope to raise £5 million to fund Dementia Community Roadshows, Dementia Support and research.
• The partnership with Tesco presents a three step approach to help build a better future for people with dementia:
  • The Dementia Community Roadshows will visit Tesco car parks all around the UK from June 2011. It will help bring people worried about their memory one step closer to achieving a diagnosis by encouraging them to visit their GP and arming them with the information they need to help them achieve a diagnosis 
  • After diagnosis, the Dementia Support Services will help isolated families get the specialist care and advice they need 
  • Two vital dementia scientists will conduct groundbreaking research into the disease and increase our understanding of possible life-changing treatments and support 
• The partnership will be supported throughout the year by a range of product promotions in Tesco stores which will donate a proportion of their sales to the charities. A donation of 0.0125p will also be made by Tesco Personal Finance PLC every time a cash machine is used at Tesco until 29 February 2012. Clubcard customers can now donate their points to Alzheimer's Society.
• Alzheimer's Society - Alzheimer's Society is the leading support and research charity for people with dementia, their families and carers in England, Wales and Northern Ireland. Alzheimer's Society provides information, education and support to help people live their lives to the full. Alzheimer's Society also funds research to improve the lives of people today and to find a cure for tomorrow www.alzheimers.org.uk
• Alzheimer Scotland - Alzheimer Scotland provides information and support to people with dementia, their carers and families in Scotland. We provide a national dementia helpline, a network of dementia advisors, dementia nurses, home support, support groups and a range of other services throughout Scotland.  We are working to make sure no one goes through dementia on their own www.alzscot.org
• Tesco Charity of the Year partnership - Since 1988, Tesco has chosen a different charity every year to be the focus for staff fundraising. The Tesco Charity Trust tops up staff fundraising by 20%, up to a maximum of £500,000 www.tesco.com