How industry-led volunteer boards work with Alzheimer’s Society

We work hand in hand with sector leaders across insurance and sport to create lasting change for people affected by dementia.  

Through our two flagship campaigns –Sport United Against Dementia and Insurance United Against Dementia – we’re building partnerships that are tackling the biggest health and social care challenge of our time.  

Sport United Against Dementia

Sport United Against Dementia (SUAD) is bringing together some of the biggest names and organisations in sport to break down stigma, raise awareness, and fund vital services and research.  

From Premier League football clubs to national governing bodies, the campaign is uniting fans, players and communities to stand alongside the around 1 million people in the UK living with dementia.  

SUAD has:  

  • Raised over £2 million to support our work since launch.
  • Delivered high profile activity with organisations and sports stars across football, cricket, rugby, tennis, horse racing and golf.
  • Driven countless sports fans to vital information about dementia.

Insurance United Against Dementia

Insurance United Against Dementia (IUAD) is spurring the commitment and reach of the insurance industry. The campaign is driven by senior leaders from across the sector with a goal to raise £20 million and to make the world of insurance more dementia friendly.  

The campaign smashed its initial £10 million fundraising goal in early 2025. We’re now entering an exciting second phase to reach more of the 300,000 people working in the industry and to drive even greater impact.  

IUAD has:  

  • Helped to power 120 research grants between 2017-2025 – driving forward the next generation of researchers and talent in the field.
  • Made the Companion Calls service possible – offering comfort and friendship through 140,000 calls to more than 5,000 people affected by dementia.
  • Trained over 18,000 Dementia Friends – transforming the way the industry thinks, acts and talks about dementia.  

But we can’t do it alone.   

Find out more about SUAD and IUAD

Like so many, my family and I have seen first-hand the devastating impact dementia has. With nearly 1 million people living with the disease in the UK, and many more caring for loved ones, the IUAD campaign's mission has never been more urgent. 

We truly are on the cusp of transformational change across the dementia landscape and the incredible and continued support of colleagues and leaders across the sector is nothing short of inspiring. The campaign is something I, and many others, are proud to be a part of.

- Chris Lay, CEO of Marsh McLennan and Chair of the IUAD Board 

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