Health & Wellness Work & Wellbeing New Commercial Arts

England national team strips away player names in Alzheimer’s Society stunt


By John Glenday, Reporter

April 12, 2023 | 3 min read

The Alzheimer’s Society highlights the impact of dementia with a nameless shirt campaign in collaboration with the England national team.

Alzheimers Society

Alzheimer's Society articulates dementia risk with nameless shirt stunt

The stunt came during Tuesday’s England versus Australia women’s football match, fresh from restating its manifesto to always be there for those affected.

Referencing the ‘Forgotten Third’ of people born in the UK today who will go on to develop dementia, the stunt saw the names of one in three players removed from their shirts, leaving only their number.

Sowing further confusion among the sell-out crowd different players wore nameless shirts after half-time, providing a taste of the confusion and broader impact of living with the disease.

The personal impact of dementia was communicated by sports correspondent Carrie Brown, whose parents live with the disease, who revealed a memory mural to which fans could contribute their experiences.

Hammering home the shocking reality to watching fans the stunt brought home what it is like to forget the name of a favorite player or sporting memory.

Delivered in partnership with New Commercial Arts and the FA the stunt builds on the success of ‘Football should be unforgettable’, an awareness platform highlighting the work of the charity to football fans.

Kate Lee, CEO of the Alzheimer’s Society, said: “We’re incredibly grateful to everyone involved for making today truly unforgettable. Right now, dementia is devastating lives and our services are proving to be a lifeline, helping people through some of the hardest and most frightening times. With The FA’s backing, we can reach more people than ever before, and we can reach them sooner.”

Loss of memory is the most debilitating impact of dementia, a process that was memorably brought to life by a first-person ‘memory glitch’ video.

The FA has extended its partnership with Alzheimer’s Society until July 2024, during which time both parties will work to improve dementia diagnosis and raise funds for medical research.

Health & Wellness Work & Wellbeing New Commercial Arts

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