05:00, 09 June 2025
Words by Cheyanne Bryan, Editorial and Campaign Marketing Executive, London
One in three people born in the UK today will develop dementia – a staggering and deeply personal statistic. It is the nation’s biggest killer, and yet so many of us still struggle to understand its full impact until it touches our lives directly.
That’s why Alzheimer’s Society’s Forget Me Not Appeal this June is more important than ever. It’s a moment to unite in hope, remembrance and action – by wearing a simple badge with powerful meaning.
Every Forget Me Not badge carries a story. For some, it may represent a parent, neighbour or friend, for others, it might mean funding the critical support needed today or helping power life-changing research for tomorrow.
For Paul Lindsay, a social worker from Nottingham, the badge symbolises his father Richard – his best friend, the best man at his wedding, and a lifelong role model.
Richard, also a senior social worker, dedicated his life to helping others, including families affected by the Hillsborough disaster. He was full of life and passion, a man who ran marathons and raised a family with strength and humour.
But like so many others, Richard’s world began to change subtly and then all at once. At 70, the early signs – lost keys, confused moments, difficulty expressing himself – were easy to dismiss. By 74, the diagnosis came: Alzheimer’s disease. For Paul and his family, it brought clarity, but also heartbreak.
In an interview with Smiley News, Paul told us: “You’re watching someone you love slowly disappear. My dad is now a silhouette of the man he once was.”
Paul's story isn’t unique, and that’s the problem. Every day, dementia affects more lives across the UK than most people realise – affecting just as many as cancer. It’s not just a condition of the elderly. It’s a challenge for entire families, entire communities.
When the diagnosis arrived, Paul’s mother became a full-time carer overnight. The shift was sudden, overwhelming, and unrelenting. The family leaned on one another – taking Richard for walks, helping with meals, engaging with local day services. But Paul is quick to point out: not every family has that kind of network.
“So many people feel alone,” Paul said. “We were lucky to have each other, it was hard, but what about those who don’t?”
Determined to turn pain into purpose, in 2024 Paul set off on a 52-day walk from Land’s End to John O’Groats to raise funds for Alzheimer’s Society. He walked for his father. He walked for the million others affected. He walked for carers who feel forgotten. And he raised an astounding £22,000 in the process. His Justgiving page is still open to those that want to donate, here.
“It was one of the most emotional journeys of my life. But the messages I got from strangers, sharing their own stories, showed me just how widespread and silent this crisis is.”
As he travelled on this epic journey, Paul recorded his journey on his YouTube channel, and was stopped by locals and onlookers to ask about his adventure. In which he was able to tell them about his hopeful mission and share memories of his dad.
But the journey still isn’t over. Paul is already planning his next challenge: a long distance walk via the salt path (from Minehead in Somerset to Poole in Dorset), scheduled for May 2026. This route is the longest coastal path in the UK, totalling 650 miles and should take Paul about a month to complete. His mission is clear: keep raising awareness, keep raising funds, and keep making sure dementia is something no one faces alone.
This June, we can all take a step, however small, to support that mission.
By taking part and wearing your Forget Me Not badge, you’re helping fund vital support services for those living with dementia today. You’re contributing to ground-breaking research that could prevent, treat or even one day cure dementia.
Additionally, you’re standing in solidarity with families like Paul’s, who are still holding hands with someone they love, even as memory slips away.
In support of the campaign, Paul adds: “My message is simple. Love the people in your life while you can. And help others do the same.”
We can’t change the past, but we can help shape the future. Join thousands of people across the UK this June. Wear your Forget Me Not. And don’t forget those who can’t remember.
Learn more and support the appeal at: alzheimers.org.uk/forgetmenotappeal or donate to Paul’s mission as he prepares for the Irish leg of his journey here: https://www.justgiving.com/page/paul-lindsay-1687958671599
At Smiley Movement, we like to elevate the work of charities across the world. Here are three charities whose causes align with the themes in this article.
Alzheimer’s Society. This is the UK's leading dementia charity, providing information and support, improving care, funding research to create lasting change for people affected by dementia. Find out more.
Alzheimer Society of Ireland. Based in Ireland, this charity offers primary dementia-specific services, such as day care, home care, and a national helpline. Learn more here.
Alzheimer’s Research UK. This charity is one of Europe's largest charitable funders of dementia research, committed to advancing scientific studies to treat, diagnose, and prevent all forms of dementia. Support them here.
