“We wanted to create a mass participation event that reached a new audience in a light-hearted but engaging way.”
Michelle Frausing, Mass Participation Fundraising Manager, Alzheimer’s Society
You don’t have to be the best baker to take part. You don’t even have to bake. But your cupcake choice says a lot about you. So we decided to focus the campaign on cupcakes that reflect your own unique style.
Everyone has a style – and everyone has a favourite cupcake. It’s about finding yours and digging in to help defeat dementia.
We brought the idea to life with a fun, shareable film, featuring our cupcake lovers getting themselves ready at the Cupcake Day Salon. Only they’re not getting your average hairdo or manicure. They’re getting ready the cupcake way.
Everyone signing up for day receives a free Cupcake Kit, packed with recipes to suit every style, cake toppers and fundraising ideas.