Celebrities whip up support for Alzheimer’s Society’s Cupcake Day


TV stars from comedians and chefs to presenters and legendary broadcasters have caused a cupcake frenzy to support Alzheimer’s Society’s Cupcake Day.

Richard Madeley, Jo Brand, Arlene Phillips, Rosemary Shrager and Angela Rippon all filmed themselves tying up their aprons and dusting off their baking bowls to show it is still possible to refine your baking skills while households up and down the UK continue to cope with lockdown measures.

The famous faces join thousands of people across the UK who are taking part in Cupcake Day to raise funds for Alzheimer’s Society’s vital work to support people affected by dementia during these challenging times.

TV Presenter Richard Madeley said: I’m really proud to be supporting Alzheimer’s Society for Cupcake Day 2020. After my mother was diagnosed with dementia, it really opened my eyes to how the disease can affect you. This is an incredibly hard time for people with dementia and they need our help now more than ever. Vital funds raised by Cupcake Day will go to help Alzheimer’s Society reach even more people through its Dementia Connect Support Line.”

It’s never been more important for baking rookies and seasoned pros to get involved with Cupcake Day. With 95% of people with dementia over 65 and many living with underlying conditions and reliant on social care, people with dementia are currently at significant risk from coronavirus, with thousands being cut-off from vital networks of support and from society. A recent poll from Alzheimer’s Society showed that over three quarters (78%)* of people affected by dementia have been made to feel more lonely or isolated by the coronavirus pandemic. In addition to this, around half of survey respondents (46%) say they are struggling to cope in the current crisis and one in seven (14%) admit they are finding it extremely hard to cope with daily life.

In the last two months alone, Alzheimer’s Society has made over 45,000 welfare calls to service users and has received over 7,000 calls to its Dementia Connect support line. Whether you decide to fundraise or simply donate, every bit of money you raise will help us increase telephone and virtual support to help the leading dementia charity reach and support as many people affected by dementia as possible.

Jo Brand said: When I was a psychiatric nurse, I saw how isolated people with dementia can become if not given adequate support. Over the past few months, Alzheimer’s Society have received an unprecedented number of calls and sign-ups to their online support community Talking Point. Money raised by Cupcake Day will help keep these support lines open and make sure Alzheimer’s Society can be there for people affected by dementia.”

People can take part in Cupcake Day, whether it’s hosting a virtual bake off with workmates, friends or family or downloading Alzheimer’s Society’s online resources to keep the children entertained. Alternatively, people can also host a Cupcake Day later in the year when we can safely come back together.

To sign up and find out more information, visit cupcakeday.alzheimers.org.uk

To support Alzheimer’s Society’s Emergency Appeal, please visit alzheimers.org.uk/emergency

A Jasmine Storm Production