Supporting people living with dementia and their family carers
To ensure that every person with dementia has access to the support, dignity and quality of life they deserve.
People affected by dementia should never be left behind. Our goal is to ensure vital access to support in disadvantaged and underserved communities, drive national campaigns to improve understanding and awareness of dementia, and fund charities and educational institutions advancing dementia research and education. Together, we can reduce fear and stigma and create a more informed, compassionate society.
The story of the Unforgettable Foundation begins with James Ashwell, who found himself caring for his mother as she lived with frontotemporal dementia. Facing the day-to-day challenges of dementia, he quickly realised how hard it was to find practical products, advice, and support to help her live well and stay happy. The experience of navigating crisis after crisis, often without guidance, inspired James to create something that could make life a little easier for families like his.
This led to the founding of Unforgettable, a social business dedicated to providing products, information, and a supportive community for anyone affected by dementia. Over time, the work and vision of Unforgettable naturally gave rise to the Unforgettable Foundation — an independent charity focused on extending this impact further. Building on James’ experiences and commitment, the Foundation works to improve access to support, raise awareness, fund research and education, and reach those in disadvantaged and underserved communities.
Through this journey, what began as one family’s determination to make life better for a loved one has grown into a mission to create a more informed, compassionate society for everyone affected by dementia.
There are many ways to support the work of the Unforgettable Foundation. You can contribute directly through our JustGiving fundraiser, help raise awareness by sharing our posts on social media, or join our mailing list to hear the latest news and updates. Every action, big or small, helps us reach more people, reduce stigma, and create a more compassionate society.
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