Western Power Distribution and Alzheimer’s Society Cymru have joined forces to promote a new campaign called ‘£ on the pillow’ which has already raised more than £1,200 since its launch.

More than 20 hotels, B&Bs and guest houses across Wales have chosen to leave donation envelopes in their guest rooms to help raise vital funds for people affected with dementia.

The campaign has gone from strength to strength with hotels like the Holiday Inn, Cardiff City Centre, Town and Country Collective, Sandringham and Radisson Blu joining to acknowledge Dementia Action Week.

WPD’s corporate communications Officer Karen Welch said: “As a business we are pleased to support the campaign, and we hope it will help to raise awareness and support people living with dementia. This is such a simple and easy idea and we hope it will be successful for such a worthy cause.”

Richard Platts, general manager at Holiday Inn Cardiff, said: "We are really excited and have got behind this great idea of £ on the pillow to help raise funds for Alzheimer's Society Cymru.

“Despite only running this for a few months it has become very popular with our hotel’s guests with many commenting that is good to see businesses working in collaboration with charities and linking with a cause that touches so many people in their day-to-day lives."

Natalie de Maid, regional community fundraising manager for Alzheimer’s Society Cymru, said: “Dementia is the 21st century’s biggest killer, with someone developing it every three minutes, meaning by the time guests unpack an overnight bag in a hotel room, another person will have developed the disease.

“Alzheimer’s Society Cymru is here for anyone affected by dementia. We are working tirelessly to challenge perceptions, fund research and improve and provide care and support.”

If you work at a hotel, guest house or B&B and you would like to make a difference to people living with dementia, order your donation envelopes by phoning 029 2047 5572 or email Claire.Carwardine@alzheimers.org.uk.