What is the partnership?
Home Retail Group, the parent company of retailers such as Argos and Homebase, began a two-year partnership with the Alzheimer's Society, Alzheimer Scotland and the Alzheimer Society of Ireland in March 2013.
What did the company do?
Home Retail Group funded more than 150 projects and schemes that help people with dementia to stay in their own homes for longer. About 10,300 staff attended information sessions about dementia over the course of a year, and more than 1,000 managers trained as Dementia Friends champions, who encouraged people to learn more about the condition.
Fundraising activities carried out by staff included a Great Wall of China trek, bake sales and dress-down days. Customers were also able to take part, donating a total of £401,624 at six national collections. A team from the furniture retailer Habitat renovated an Alzheimer's Society daycare centre and 30 managers transformed an Alzheimer Scotland service garden.
Why did it win?
The partnership raised more than £2.8m for the charity partners and has had a lasting effect on Home Retail Group staff – more than three-quarters of them said they were more aware of dementia than before. The retail group has committed itself to training 30,000 Dementia Friends and will continue to make training materials available to staff members. The retailer also played a key role in establishing the Dementia-Friendly Retailer Charter, published this year.
What did the judges say?
Catherine Walker, research consultant, said: "The partnership was outstanding. Home Retail Group integrated it into the business and used the skills of the employees well."
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