Changes to the Dementia Friends Champion role

Our Dementia Friends Champions play a vital role in in raising awareness and changing attitudes of dementia in communities across the country. We are changing the role to Dementia Friends Ambassador to give our current Champions the opportunity to do even more to support people with dementia by raising awareness of Alzheimer’s Society’s other work – making sure people know we are here for them and how they can support us.

Why we are making changes and what are they

Since Dementia Friends’ launch in 2013, Dementia Friends Champions have influenced big societal changes, reducing the fear and stigma of dementia and helping people to understand how to support those affected.  

People affected by dementia were worst hit by the pandemic and it has only served to highlight how much more still needs to be done to make sure everyone affected by dementia has access to the care and support they need. The pandemic has had a huge impact on the income of organisations like Alzheimer’s Society and programmes like Dementia Friends, which rely on the generosity of our supporters. It’s only through this generosity we can be there for more of the 900,000 people living with dementia in the UK and their families.

The new elements of the Dementia Friends Ambassador role have been developed in response to these challenges. The role is designed to help even more people living with dementia by raising Alzheimer’s Society’s profile in local communities as a vital source of information and support for anyone affected by dementia – while also making sure this support can continue, by helping us raise crucial funds. 

Like you, we want to be there for everyone affected by dementia, at the heart of every community, but we can't do this alone.​ You’re the expert in your community, and we need your help to be present and visible, so we can be there for more people who need us.  

The new Dementia Friends Ambassador role will continue the vital work Champions currently do to raise awareness and change attitudes about dementia through delivering Dementia Friends Sessions. In addition, Ambassadors will be supported to raise awareness of Alzheimer’s Society’s other work so people know we’re here for them and how they can support us. 

Practically, this means getting involved in a variety of other activities depending on your interest and availability. These could include things like giving awareness talks, posting on social media about an event like Elf Day, or volunteering at one of our inspiring Memory Walks. They could be as simple as putting up posters or picking up a collection tin from your local shop. There are lots of ways to get involved – and you will not be expected to organise your own fundraising activity (unless it’s something you want to do of course!). 

To support you with all of this, you’ll have a dedicated local volunteer role manager, who can help you find Sessions and other activities and keep you up to date with everything you need to know. We’ll supply you with all the resources you need. You’ll be an Alzheimer’s Society volunteer, with all the additional benefits this brings, like access to our e-learning and invites to local and national Society events.

Dementia Friends Ambassador role description

How to sign up

Read the role description: Firstly, please read through the Dementia Friends Ambassador Role Description and FAQ sheet to answer any questions you might have.

Register: If you decide you would like to become a Dementia Friends Ambassador and you can fulfil the expectations of the new role, you can register here by 30 June. You will then be given access to the my-vlearning portal and sent information on learning for the new role. More information on learning required for the new role can be found on the FAQs document.

Role Description

Don't want to be a Dementia Friends Ambassador?

The current Champion role will be disestablished on 31 July 2022, meaning that Champions will no longer be able to run Sessions after this time if they do not transition over to the new role. We understand this is a big change and we want to support you to understand more about the new role so you can make that decision, as well as discuss other roles which may be of interest to you.

There are lots of other volunteering opportunities for you to get involved with at Alzheimer’s Society, so if you do not feel that the Dementia Friends Ambassador role is for you, please email for any questions and queries.