Ubisoft launches new Just Dance Memories campaign to raise money for Alzheimer’s Research UK

To mark the tenth anniversary of its popular dance game, Ubisoft has announced a new Just Dance Memories fundraiser to support Alzheimer’s Research UK. The campaign asks players to share their favourite dancing memories on social media in order to “help raise awareness and funds for life-changing dementia research”.

To participate, Ubisoft is asking the public to show their support by sharing a “specially created” film on social media, highlighting “how dance connects us to our loved ones”. For every share, retweet, or Regram of the film on social media or use of the campaign’s hashtag, #JustDanceMemories, Ubisoft UK says it will donate £1 to Alzheimer’s Research UK. 

The campaign is now live with the hope of raising £30,000 for the charity to power its “pioneering dementia research”. 

“Dementia is caused by physical diseases, most commonly Alzheimer’s,” a press release said. “One in three people born today will develop dementia in their lifetime, unless we bring about life-changing preventions and treatments. Alzheimer’s Research UK’s mission is to bring about the first life-changing dementia treatment by 2025.”

“I’m so proud to be part of this campaign with Ubisoft and Alzheimer’s Research UK,” said campaigner Lynne, who cares for her mother full-time carer. “We used to buy Just Dance every Christmas and play it as a family, even my mam and dad would get up dancing. She met my dad at a dance hall and he always calls Mam the ‘Dancing Queen’. Now that Mam is in the late stages of dementia, she is a completely different person and can no longer communicate with us. But when we attend the dance class, something changes inside her and I know that she is still there.”

“We’re so excited to be partnering with Ubisoft for this fantastic campaign,” said Ian Wilson, CEO at Alzheimer’s Research UK. “Just Dance is a game that brings back lots of heart-warming memories for so many of us. Tragically, dementia threatens to steal our precious memories – whether it’s our favourite song, recognising our loved ones or the ability to carry out everyday tasks. Through this campaign, we are hoping to raise support for much-needed dementia research so we can keep people connected to their families, their worlds and themselves for longer.” 

“We are very pleased to be launching this campaign for such an important cause. Alzheimer’s Research UK’s work to help find a cure for dementia and improve understanding about the condition will make such a big difference to communities and families,” added Mark Slaughter, Marketing Director at Ubisoft UK. “Since Just Dance launched ten years ago, over 7 million players across the UK have enjoyed making memories with their friends and families through dancing, and we think this campaign is a perfect way to celebrate the brand’s special anniversary.”

With more than 120 million players around the world and over 67 million units sold, Just Dance is reportedly the bestselling music video game of all time.

For more, head to alzres.uk/JustDanceMemories.

About Vikki Blake

It took 15 years of civil service monotony for Vikki to crack and switch to writing about games. She has since become an experienced reporter and critic working with a number of specialist and mainstream outlets in both the UK and beyond, including Eurogamer, GamesRadar+, IGN, MTV, and Variety.

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