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Loved cushion on sofa

Our partnership with NEXT Retail

We are delighted to have partnered with NEXT to produce our ‘Loved’ cushion, which is raising vital funds and awareness of dementia. For every cushion sold, 25.4% of the sale price will go to Dementia UK and help provide a lifeline for more families affected by dementia.

The partnership

Dementia UK has worked closely with NEXT Retail to create the product, considering the texture, colour and a word that will resonate. We have created this cushion in collaboration with our dementia specialist Admiral Nurses, NEXT colleagues who have lived experience of dementia, and the retailer’s expert Home Team.

We wanted the cushion to remind the families that we support, including people living with a diagnosis of dementia, that they are loved.

Our promotional video features NEXT colleagues who share their own connection to dementia and what this collaboration means to them. This includes Asia, whose dad was diagnosed with dementia at the age of 49.

Before this collaboration, I didn't realise that support was available from Dementia UK and its Admiral Nurses, but it's comforting to know that specialist advice is only a phone call away.

Asia Huntley, Brand PR Coordinator, NEXT

“Sharing stories like my own will hopefully not only raise awareness of the amazing work Dementia UK does, but also encourage other people in similar situations to talk.”

“Living with dementia can be so overwhelming and scary, but expressing those feelings can feel like a huge weight has been lifted. Before this collaboration, I didn’t realise that support was available from Dementia UK and its Admiral Nurses, but it’s comforting to know that specialist advice is only a phone call away. There is always someone you can talk to and you will always feel so much better for it!”

 

Spread the love in your home – or treat someone else this Christmas – with this beautifully embroidered ‘Loved’ cushion by purchasing yours on the Next website.