Events to mark Dementia Action Week have taken place at intu Metrocentre.

intu shopping destinations across the UK are supporting their local communities and dementia charities by running free events and experiences during Dementia Action Week. In the north east, at intu Metrocentre, customers got the chance to share their favourite memories of a friend or loved one on a special memory tree and even take part in a special Knit and Natter session with Age UK.

The Alzheimer’s Society was in centre raising awareness and demonstrating how games such as table tennis can help stimulate and exercise the brain. intu Metrocentre’s charity of the year, Dementia Care, was also in centre with staff sharing their knowledge, answering any questions visitors had about dementia and offering advice on practical care support.

As part of work to create accessible spaces for all, intu teamed up with The Alzheimer’s Society, which runs Dementia Action Week, to raise awareness of the condition among customers of its 14 UK shopping destinations and train staff to become Dementia Friends and Dementia Champions.

intu Metrocentre shoppers were also encouraged to become Dementia Friends to increase their understanding of what life with dementia can be like and learn how to help those around them. Helen Atkinson, marketing manager at intu Metrocentre, said: “intu is always looking for ways to support local communities and good causes like The Alzheimer’s Society. This year our charity of the year is Dementia Care which provides services for people with dementia and their carers to enhance their quality of life – this is an important part of our work to create accessible places for all. We wanted to show how by becoming a dementia friend, everyone can make a difference.”

Danielle Cooper, Alzheimer’s Society Operations Manager, North and South of Tyne, added:

“We’re thrilled that intu Metrocentre embraced Dementia Action Week. The centre enjoys considerable footfall, which helps us in our efforts to reach out to as many people as possible affected by dementia.

“This year the emphasis of the week was changed from awareness to action. Our focus is on creating community change and we wanted to use the week to show people the actions they can take that will make everyday life better for people living with dementia.” Visit for more information about Dementia Action Week.