Andy Ricketts and Dami Adewale are joined by Kate Lee, chief executive of the Alzheimer’s Society.

Kate provides insight into the brand work recently undertaken by the charity, with a focus on raising awareness of dementia as well as the charity’s own profile.

She explains how taking a more controversial approach to public messaging, including the charity’s recent ‘Long Goodbye’ advertising campaign, has brought attention to the organisation and coincided with increased donations.

She also talks about the charity’s new strategy, its DEI work and the implications of her personal connection to dementia. 

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