LONDON, UK — 5th November, 2019 — Ubisoft, creator and publisher of the bestselling dance video game, Just Dance, is joining forces with Alzheimer’s Research UK, the UK’s leading dementia research charity, to help protect the cherished memories Just Dance helps families to create. The campaign will be asking people to share their own favourite dancing memories on social media in order to help raise awareness and funds for life-changing dementia research.
From Tuesday 5th November, the public will be invited to show their support by sharing a specially created film on social media, highlighting how dance connects us to our loved ones. For every share, retweet or Regram of the film on social media, or use of the campaign’s hashtag, #JustDanceMemories, Ubisoft UK will donate £1 to Alzheimer's Research UK. Supporters are also being asked to share their own favourite memories of the game using #JustDanceMemories, to help raise up to £30,000 for the charity.
The money raised will help to power pioneering dementia research. Dementia is caused by physical diseases, most commonly Alzheimer’s. One in three people born today will develop dementia in their lifetime, unless we bring about life-changing preventions and treatments. Alzheimer's Research UK’s mission is to bring about the first life-changing dementia treatment by 2025.
The campaign film features Alzheimer's Research UK supporter, Lynne Wadsworth, and her mum, Anne Bath. Anne is in the late stages of dementia and is no longer able to communicate – but her love for dancing still brings her enjoyment. Every week, the pair attend a dance class for people living with dementia and Lynne says she ‘can see something change’ in her mum.
Lynne, 50, who is her mum’s full-time carer, said:
“I’m so proud to be part of this campaign with Ubisoft and Alzheimer's Research UK. We used to buy Just Dance every Christmas and play it as a family, even my mam and dad would get up dancing. She met my dad at a dance hall and he always calls Mam the ‘Dancing Queen’. Now that Mam is in the late stages of dementia, she is a completely different person and can no longer communicate with us. But when we attend the dance class, something changes inside her and I know that she is still there.”
Ian Wilson, Chief Executive at Alzheimer's Research UK, said:
“We’re so excited to be partnering with Ubisoft for this fantastic campaign. Just Dance is a game that brings back lots of heart-warming memories for so many of us. Tragically, dementia threatens to steal our precious memories – whether it’s our favourite song, recognising our loved ones or the ability to carry out everyday tasks. Through this campaign, we are hoping to raise support for much-needed dementia research so we can keep people connected to their families, their worlds and themselves for longer.”
Mark Slaughter, Marketing Director at Ubisoft UK, said:
“We are very pleased to be launching this campaign for such an important cause. Alzheimer's Research UK’s work to help find a cure for dementia and improve understanding about the condition will make such a big difference to communities and families. Since Just Dance launched ten years ago, over 7 million players across the UK have enjoyed making memories with their friends and families through dancing, and we think this campaign is a perfect way to celebrate the brand’s special anniversary.”
Find out more about the campaign here: alzres.uk/JustDanceMemories
HOW TO GET INVOLVED
Participants can get involved on Facebook, Twitter and Instagram. For each action below, Ubisoft will donate £1 to Alzheimer’s Research UK.
Share the campaign video from @justdancegame or @AlzheimersResearchUK, or upload your own favourite memory, using the hashtag #JustDanceMemories
You can either Regram, comment or tag the campaign video from @justdance_uk or @AlzheimersResearchUK, or upload your own favourite memory using the hashtag #JustDanceMemories.
Retweet the campaign video from @Ubisoft_UK or @AlzResearchUK, or upload your own favourite memory on the platform using #JustDanceMemories.
For all information on the Just Dance brand, or Ubisoft UK, please contact Calum Ridgewell, on 01932 578050, or e-mail firstname.lastname@example.org
For further information on Alzheimer’s Research UK, or arrange an interview, please contact Emma Hardwick, Senior Communications Officer on 0300 111 5 666, 07826 494542 or email email@example.com
Notes to editors about Alzheimer's Research UK:
Alzheimer’s Research UK is the UK’s leading charity specialising in finding preventions, treatments and a cure for dementia.
For our latest updates follow us on Twitter @AlzResearchUK
Our animation “What is dementia?” explains the essentials of dementia and the diseases that cause it www.youtube.com/watch?v=HobxLbPhrMc
We rely on donations to fund our vital dementia research. To help make breakthroughs possible, donate today by visiting https://www.alzheimersresearchuk.org/ or calling 0300 111 5555.
We are currently supporting pioneering dementia research projects worth nearly £34 million in leading Universities across the UK.
About Just Dance
With more than 120 million players around the world and over 67 million units sold, the Just Dance brand is the bestselling Music Video Game Franchise of All Time* and a worldwide entertainment phenomenon. Since the release of the first Just Dance title in 2009, more than 500 different choreographies have been created, with over 7 million players in the UK alone.
*Source: NPD, GfK & GSD – August 2017
Ubisoft is a leading creator, publisher and distributor of interactive entertainment and services, with a rich portfolio of world-renowned brands, including Assassin’s Creed, Far Cry, For Honor, Just Dance, Watch Dogs, Tom Clancy’s video game series including Ghost Recon, Rainbow Six and The Division. The teams throughout Ubisoft’s worldwide network of studios and business offices are committed to delivering original and memorable gaming experiences across all popular platforms, including consoles, mobile phones, tablets and PCs.
© 2019 Ubisoft Entertainment. All Rights Reserved. Just Dance, Ubisoft, and the Ubisoft logo are registered or unregistered trademarks of Ubisoft Entertainment in the US and/or other countries. Nintendo trademarks and copyrights are properties of Nintendo.