Business Charity Awards: Short-term partnership - HSBC UK with the Alzheimer's Society

Awarded to an outstanding partnership between a company and a UK charity that has lasted, or will last, less than three years

What was the partnership?

HSBC UK and the Alzheimer's Society came together to make a positive difference to the lives of the 850,000 people in the UK affected by dementia. The partnership funded key support services, enabling those people to live well and continue to be a part of their communities. As a dementia-friendly bank, HSBC UK wanted to help everyone living with dementia retain their financial independence for as long as possible.

What did it do?

The three-year partnership, which was launched in 2016, included a commitment to raise £3m to fund four key support services, as well as the provision of support for employees living with, or affected by dementia. HSBC UK provided the opportunity for all staff to become Dementia Friends, learning more about dementia and what they can do to help. The bank was an active contributor in the development of the Alzheimer's Society’s "dementia-friendly finance guide" and has enabled multichannel educational campaigns to reach an audience of 11.5 million. It has also introduced dementia-friendly products and services such as voice recognition, removing the need to remember passwords.

Why did it win?

HSBC now has more than 16,000 Dementia Friends, mainly in customer-facing teams. The first year of fundraising alone paid for 61,000 hours of one-to-one support through dementia support workers.

What did the judges say?

"This is a very impactful partnership between a global bank and a large national charity," commented Michael Hayes, a trustee at the Axis Foundation. "The 850,000 potential beneficiaries represent a very worthy charitable cause."


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