Real stories

Dementia Friends volunteers are increasing understanding and inspiring change

‘The more people who become Dementia Friends, the closer we get to building communities that are compassionate and supportive,’ says Simon, a Dementia Friends Ambassador.

Like many Dementia Friends Ambassadors, Simon was inspired to volunteer after supporting a close relative through dementia and describes it as ‘a simple yet meaningful way’ to make a difference.

And that’s Dementia Friends in a nutshell.

Launched in 2013 as part of the then Prime Minister’s Challenge on Dementia, the original aim was to create 1 million Dementia Friends, explains Mary McColgan, Strategic Programme Manager.

The focus was to change people’s perceptions of dementia and transform the way the nation thinks, acts and talks about the condition.

3.9 million Dementia Friends

Within just two years, Dementia Friends exceeded its 1 million target and there’s been no stopping the initiative over the past decade.

Today, there are almost 3.9 million Dementia Friends and counting. In addition, over 500 tireless Dementia Friends Ambassadors volunteer their time to run around 3,000 sessions each year.

As time has passed and the initiative has snowballed, the aims remain constant, says Mary.

‘Whether you attend a face-to-face or virtual Dementia Friends session or watch our short online video, Dementia Friends is about learning more about dementia and the small ways you can help.’

Dementia Friends reaching more communities

Making sessions both easy to access and easy to digest is key to the initiative’s approach.

Anyone living in England, Wales, Northern Ireland, Guernsey and Isle of Man can become a Dementia Friend. You can join as an individual or request a Dementia Friends session for your group or organisation, and you don’t need any special training or previous knowledge of dementia.

Dementia Friends sessions can take place online and in varied locations – from schools and businesses to care homes and community spaces.

This adaptability means Dementia Friends has been able to break barriers and reach people, including the Deaf community and ethnic groups in which dementia may be stigmatised.

Connecting with so many different communities is incredibly beneficial, explains Carol Bowsher, a Community Development Coordinator who delivers sessions in Birmingham.

By talking more about dementia, encouraging people to become Dementia Friends, and working closely with different communities, we can help bring dementia out into the open and ensure everyone has access to the information, advice and support they need.

Emdad, a Dementia Friends Ambassador in London, started running sessions over a decade ago. He says he thrives on the variety of his volunteer role.

‘My approach is for everybody, although because of my background, I can reach out to the Asian community, in particular.

‘I’ve held sessions at banks and in the mayor’s parlour of a town hall, for matchday stewards at a football club, at a charity mountain climbing group, in town halls, mosques and community centres.

‘I’m a practising Muslim but I went to a Sunday service at church, and I’ve also held a session at a synagogue.’

Ripple effect in dementia awareness

People affected by dementia tell us that better public understanding of the condition can help improve their lives. In fact, half of all respondents to the Society’s 2025 lived experience survey said it is key.

So it’s encouraging to know that becoming a Dementia Friend can impact massively on attitudes and behaviours.

After attending a session, Dementia Friends tell us that they are more knowledgeable about dementia and, as a result, more confident about engaging with a person living with dementia.

Around 87% also say they feel motivated to do something to support people affected by dementia in their communities.

The collective impact of these everyday actions, such as wearing the Dementia Friends badges or starting conversations about dementia, is huge and ripples out, says Mary.

‘This includes community actions and mobilising support for Alzheimer’s Society by becoming fundraisers, volunteers and campaigners.’

Mark first became a Dementia Friend when he was responsible for a strategy to care for vulnerable customers at a leading high street bank. Since then, he’s been inspired to support others where he lives.

Being a Dementia Friend is all about lending a helping hand and looking for opportunities to show kindness wherever possible.

‘I have supported a neighbour who was recently diagnosed with dementia by mowing her lawn, helping her with her computer and when she locked herself out of her home.’

The future for Dementia Friends

The Dementia Friends team is always looking ahead and for opportunities to build on the programme’s amazing achievements.

In 2025, a new brand was unveiled alongside a new guiding message, ‘A little understanding makes a big difference,’ to show that everyone can play a part in supporting people affected by dementia.

There’s also an exciting new strategy in the pipeline, says Mary.

‘We want to deepen the understanding of dementia in communities, in workplaces and networks and enable more people to recognise dementia as an urgent issue.

We also want to inspire earlier action to support people affected by the condition and build up support for wider changes we need to see.

The team plans to recruit around 300 more ambassadors by spring 2027 and encourage people of all ages from a wide range of backgrounds to get involved, adds Justine Sanders, Dementia Friends Programme Manager.

‘As we strive to make more people aware of dementia and what they can do to support people affected by dementia, we will need more volunteers to help us address the stigma of the disease and encourage everyone to make a difference for people in their community and beyond.’