British Airways has announced a three-year partnership with the Alzheimer’s Society.
The project will raise funds to support life-changing services and ground-breaking research for people with dementia.
Travel can seem like an impossible challenge for sufferers, with symptoms such as disorientation, memory loss and difficulties in planning.
British Airways will work closely with the UK charity on a range of measures, such as bespoke customer service dementia training and the uptake of Dementia Friends, an initiative aimed at helping colleagues learn how to better support passengers, family and friends affected by the condition.
As the partnership progresses, British Airways will review and implement changes internally to work towards making the airline even more dementia aware.
Alzheimer’s Society has also become a beneficiary of the airline’s BA Better World Commununity Fund. Since its launch in April 2022, it has raised more than £3.4 million and supports more than 170 charities across the UK. Passengers can donate to Alzheimer’s Society at bacommunityfund.co.uk/p/alzheimerssociety.
Sean Doyle, Chairman and CEO of British Airways, said: “I’m delighted to announce this partnership between British Airways and Alzheimer’s Society. This is a subject very close to my heart and many of us have experienced a loved one living with dementia and know the added anxiety that travel can bring. Through this partnership, we continue our commitment to make travel accessible for everyone while raising awareness and funds for the vital work this fantastic charity does.”
Kate Lee, CEO at Alzheimer’s Society, added: “The urgency to meet the challenge posed by dementia is greater than ever and we are delighted to be working with British Airways to help improve the travel experience for people affected by the condition. We’re looking forward to being part of the journey.”