Celebrity choreographer and dementia activist, Dame Arlene Phillips DBE, is partnering with Bluebird Care in support of their mission to become the leading dementia specialist in home care.

The new role was announced at a launch event for Bluebird Care’s fundraising partnership with Alzheimer’s Society, for whom Dame Arlene is already an ambassador.

Dame Arlene is a celebrity choreographer, who became a household name following her formation of British dance troupe Hot Gossip, her choreography work on hit Broadway and West End shows, and as a judge on television programme Strictly Come Dancing.

After experiencing the realities of dementia care following her father’s diagnosis with Alzheimer’s disease, Dame Arlene became an Alzheimer’s Society Ambassador and vocal advocate for an increased awareness of dementia and improvements around care for the disease.

As the launch event’s guest of honour, Dame Arlene welcomed Bluebird Care’s pledge to donate over £50,000 to Alzheimer’s Society. The donation will be raised through fundraising activities across Bluebird Care’s teams in the coming months, and Dame Arlene will join Bluebird Care at their annual conference in September to present their latest fundraising efforts to Alzheimer’s Society.

At the launch event, Dame Arlene took part in several conversations with Bluebird Care’s care experts. The discussions focused on the importance of specialised dementia care, the value of carers in the delivery of excellent care, and the role that celebrities and public figures like Dame Arlene can play in raising awareness of dementia and advocating for improvements for those living with the condition.

The care experts in attendance praised Dame Arlene’s passion for the cause and reflected on how meaningful the day was in bringing people with the same shared commitment to supporting those living with dementia together.

"I am proud to be representing Bluebird Care as their new Celebrity Champion. I know firsthand how important providers like Bluebird Care are in delivering excellent quality care to the people who need it. Their commitment to prioritising exceptional dementia care is not something they have had to do, but rather something they have chosen to spearhead, and I commend their dedication to stepping up to the challenge. I believe it is the responsibility of those of us with a platform to use our voice for good and it is a privilege to be able to champion an organisation whose work is having such meaningful, positive impact on those living with dementia."   

Dame Arlene Phillips DBE