Welcome to my blog! This week I’m talking advertising campaigns and lightbulb moments…

Highlight of the week

It was very exciting to meet two impressive advertising agencies this week to discuss a national campaign for Unforgettable. Our recent poll of 2000 people revealed that 87 per cent of them don’t believe any products exist to help with dementia, so we clearly have our work cut out for us. We need to change the conversation from; ‘nothing can be done when you have dementia,’ to; ‘perhaps there are some things we can do to make life a little better.’ The more like-minded people I meet, the more convinced I become that this can be done – now.


I get between 600-1000 emails each week and struggle to keep on top of them, so I tried working from home and discovered that, although I got quite a lot done, I’m more efficient when I’m in the Unforgettable office with everything I need around me. It was a useful experiment, but I won’t be repeating it…


A really inspiring meeting with Luke McKeever, the chairman of neighbourly.com. Luke was exceptionally good at articulating the idea of business as a force for good. Luke used the phrase ‘purpose with profit,’ which really resonated with me because it sums up Unforgettable’s mission perfectly. Our primary driver is to improve the lives of all those affected by dementia, not to make money. However, we do hope that by helping people we will be able to grow and develop our business. Hearing Luke use that phrase was definitely a lightbulb moment!
I spent the afternoon with Kindred, a really exciting advertising agency, to talk about a national campaign for Unforgettable.


Started the day in Smithfield meeting Paul Twivy who is one of the most impressive people I’ve ever met. He really understands social business and has advised the last three Prime Ministers on it. Paul wrote a book called Change the World for a Fiver which sold more than 1.5million copies and also has personal experience of dementia. Paul and I discussed Unforgettable’s potential ad campaign and I hope we can work with him in some way.

My next meeting was at Carers UK to discuss the benefits of us working together. I’m constantly impressed by Carers UK and the quality and knowledge of the people working for the organisation. Having Carers UK as a charity partner would be fantastic.

Next, I met with Bright Shadow, a wonderful theatre company working with people who have dementia. The team has come up with some creative games – totally different to anything else on the market – and we’ve agreed to start taking them onto our site.


Another early start, this time a social impact breakfast meeting with 20 other like-minded people. One of the problems of a start-up is that you’re so busy you don’t get out much but it’s important to stay in touch with people we can learn from. I’m really pleased David and I went to this meeting because we met Nick Stanhope, the Chief Exec of a social impact company Shift. They’ve been on a very similar journey to Unforgettable and it was inspiring to hear how they’ve overcome challenges along the way.

The day ended with the release of Unforgettable’s first gift guide. We hope that its mix of practical advice and product ideas will really benefit visitors to our site. We’re already seen some strong orders and an increase in sales since the guide went out, so it looks like it was well received.

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