Shearings Leisure Group, which consists of Shearings Holidays, National Holidays, the Coast & Country and Bay Hotels brands, Caledonian Travel and UKbreakaways.com has announced a new partnership with the Alzheimer’s Society and Alzheimer’s Scotland.

A programme of customer, staff and agent fundraising activities is being created to drive greater awareness of dementia and help the company achieve its aim of raising £100,000 in the first year.

Events are planned throughout the year that will involve all staff in the 80 Shearings Leisure Group locations around the UK, customers and agents.

In addition, the company will roll out a programme of Dementia Friends awareness sessions to help improve employee’s knowledge of the disease.

A series of 45-minute information sessions will be held throughout the businesses over the coming months, providing staff with an in depth understanding of dementia and identifying some small things they can do to help.

Shearings Leisure Group aims to have 1000 members of staff who have become Dementia Friends in the first year of the partnership.

Richard Calvert, CEO of Shearings Leisure Group said: “We are so proud of this partnership and alongside raising money we want to make Shearings Leisure Group a dementia friendly environment for both our staff and customers.

“We have lots of activities planned over the coming year, including our own event in May for Dementia Awareness Week. All 80 of our locations across the country will be asked to run, cycle, swim or sail across Britain to raise money and awareness for the charities.

“I have no doubt that we will be getting agents involved in our activities going forward.”

A special landing page has also been created: www.shearings.com/alzheimers