Alzheimer’s Society partnered with British Airways in 2023 to create a more dementia inclusive airline.
One of our partnership ambitions is to develop a greater understanding of dementia within British Airways. We run monthly virtual Dementia Friends Sessions for colleagues, and for World Alzheimer’s Day in 2024 ran a session for 100 colleagues at their head office near Heathrow.
Georgina from the Internal Communications team at British Airways said:
“Last year, I had the opportunity to take part in a Dementia Friends Session, and I found it incredibly powerful and impactful - not just in my professional life, especially during my trips as cabin crew, but also in my personal life. Dementia touches so many people: whether it's a family member, a neighbour, or someone you meet in passing, almost everyone knows someone affected by it or is supporting someone who is.
“What really struck me was how just a little more understanding, empathy, and knowledge can make such a difference. It’s easy to feel overwhelmed or worry about saying the wrong thing, but the session helped me feel more confident and compassionate in those moments.
“There was one insight that really stayed with me: if you spend time with someone living with dementia, even if it’s just sharing a cup of coffee. They might not remember the details of that interaction, but they will remember how it made them feel. That feeling of being loved, appreciated, and respected lasts far beyond the moment.”
As part of our partnership, we are also working together on a bespoke Dementia Training Programme, which is being shaped by colleagues and people affected by dementia, for delivery in 2026.
Since 2023, British Airways colleagues have supported the partnership by taking on events including the London and Berlin Marathons, Alzheimer’s Society’s Forget Me Not Appeal and Memory Walk and organising bake sales and coffee mornings with colleagues. Customers have also supported the partnership by donating Avios points.
This year we’re excited to take our partnership to new heights as we’ve been chosen as one of BA’s five principal BA Better World Community Fund partners who will benefit from customers' on-board donations between May and December.
With a greater understanding of dementia, British Airways colleagues can provide better support to families, ensuring they can travel more confidently to the places they love most.
To learn more about the Alzheimer's Society and British Airways partnership, click here.
