Everyone loves cupcakes. No arguments there. So when Alzheimer’s Society asked us to help them find a new audience for their fundraising events — events that currently focus on physical, cause-led challenges — we started mixing up an exciting plan. We called it Cupcake Day. One delicious day, dedicated to baking, buying and eating cupcakes.

You don’t have to be the best baker to take part. You don’t even have to bake. Find your cupcake style and help defeat dementia.