House of Experience team up with leading dementia charity on first fundraising pop up tour

Experiential marketing agency House of Experience have teamed up with dementia charity Alzheimer’s Society to launch their first ever pop up tour experience.

Last week, celebrity baker and Great British Bake-Off Winner Candice Brown took part in a Cupcake Day pop up in London in a bid to encourage everyone – from baking novices to seasoned pros – to unite against dementia through the cupcake.

The pop up experience is part of a three day touring pop up experience, which started in Newcastle on Wednesday 6 June and travelled down the country via Birmingham, arriving in London on Friday. The events were designed to create a buzz around the charity’s mass participation fundraising event Cupcake Day – held today (Thursday 14 June).

Dementia is set to become the 21st century’s biggest killer. Someone develops dementia every three minutes, but there is currently no cure. Alzheimer’s Society says fundraising and awareness from events like Cupcake Day is essential in raising vital funds towards research for care, cause and prevention – and ultimately, a cure.

Candice Brown attended the event to draw press attention and create a bespoke content piece for the charity’s social channels. Her presence also helped to fulfill the client brief of creating a fun, attention grabbing experience which ultimately, allows the content produced to demonstrate the widespread impact of Alzheimer’s. At the event, Candiceshared her personal experience of dementia, saying:“My Grandad had dementia and as a family we witnessed the pain it caused him and his loved ones.

“I hope that at some point there will be a cure for all kinds of dementia so those affected do not have to go through what we experienced. I would like people to understand more about it and learn ways to help keep their brains as healthy as possible. This is why the work of Alzheimer’s Society is so important. Research will beat dementia – but more funding is needed to find a cure.”

Ceri Gautama, media manager at Alzheimer’s Society, said:“Dementia is now the 21st century’s biggest killer and we owe it to the 850,000 people in the UK currently living with the condition to raise vital funds to find a cure, improve care and offer help and understanding for people affected.

“Cupcake Day is a fantastic way for everyone to join the growing dementia movement and unite against dementia by baking or buying cupcakes. We’ve had great success with the campaign in its first two years but this year we knew we needed to take it further and get people from all walks of life involved in the Cupcake Day experience by creating a fun, shareable, engaging event.

“Working closely with House of Experience, we have been proud to design a series of beautiful, engaging pop up events, create impactful content for channels that has longevity and engage celebrity support. Their expertise, flexibility and professionalism has been invaluable.”

Candice explained:“The great thing about Cupcake Day is that anyone can get involved – you don’t have to be an expert baker. Dust off your baking bowls and whip out your whisks – baking is a really fun way that everyone can unite against dementia and change perceptions, fund research and provide care and support.

“Alzheimer’s Society is a charity very close to my heart due to my family’s link to dementia. I am so proud to be supporting Cupcake Day and spread the message that together we can work to help understand more about dementia and find a cure.

“I’d like to say a massive thank you to everyone who has supported Cupcake Day so far, your hard work doesn’t go unnoticed – it is crucially important. And for cake-lovers who haven’t signed up for Cupcake Day yet – it’s not too late to get involved!”

Victoria Wharton, senior account manager at House of Experience said:“’It has been an absolute pleasure working with Alzheimer’s Society to promote such a wonderful campaign as Cupcake Day. It is so important not only to raise money for research but also to raise awareness of dementia to ensure people know what to look out for in loved ones. A fantastic few days on the road with our stunt for an absolutely lovely brand.”