Project Details

Bringing together life-changing products and services to help people with dementia do the things that we take for granted

By Unforgettable

Project URL:
Project Twitter: @Unforget_org

Organisations Involved Unforgettable (@Unforget_org)
Alzheimer's Disease International
Alzheimer's Society
Carers UK (@CarersUK)
The Sporting Memories Foundation
Unforgettable Foundation
Young Dementia UK

  • Health
  • Social Exclusion
  • Internet

When James Ashwell got a call at work telling him his father had died, his life changed forever. He found his mother not only broken by grief, but in the mid-stages of dementia. She was unable to take care of herself, sometimes sitting in the dark all day. He moved back to his home town of Birmingham immediately to take care of her. 

The World Health Organization estimates there are 47.5 million people living with dementia, including 850,000 in the UK, a figure that is expected to rise to one million by 2025. As James puts it, “six million of us will care for someone with dementia in our lives; one in six of us will get it.”

Products and services to help patients and carers cope with dementia are hard to find – James was unable to get what he needed on the high street. A recent poll suggested that 80% of people were unaware that dementia products exist at all, which is why James established a social enterprise called

Unforgettable is an online marketplace that brings products, services and advice to dementia patients and their carers. 2,500 products are available so far, from phones equipped with family photos to insoles with GPS trackers, all with peer reviews and advice alongside them. The site also recently launched a free legal service to help family members of dementia sufferers handle the usually torturous and expensive process of arranging power of attorney for their loved ones. 

Unforgettable currently has 10 employees and 3,000 subscribers, with plans to expand globally within two years. The team is growing fast. If you'd like to make a difference, get in touch to find out more about job and volunteering opportunities at

Image courtesy of Ian MacKenzie

Last updated: 09th of August, 2016

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