Aura’s Forbidden Words Challenge

At Aura, we’re well aware that the past year has been difficult for organisations in all sectors, adapting to new ways of working – and new ways of life. Charities are certainly no exception, with many suffering a downturn in donations because of the coronavirus recession.

To do our bit, we took part in the “forbidden words” challenge – encouraging members of our team to make a contribution to Dementia UK every time they said the most over-used words of 2020 and 2021.

We’re talking, of course, about “COVID-19” and “lockdown”.

How we got on

It’s fair to say COVID-19 and lockdown have been on everyone’s minds since March 2020. That’s why the forbidden words challenge was difficult to say the least. Plenty of us slipped up during our regular team conference calls – which was always picked up by other members of the team!

By the end of the challenge, we had collected £543 for the amazing Dementia UK cause. Our donations will go towards funding Admiral Nurses – specialist dementia nurses who offer practical solutions and emotional support to families living with the struggles and complexities of dementia.

After making our donation, we received a lovely thank you letter from Dementia UK, thanking Aura for our efforts. We would like to extend these thanks to everybody who took part in the challenge and to our lovely partners and customers who donated to our JustGiving page – we really do appreciate you!

Dementia support and advice

It’s estimated that 209,600 people will develop dementia this year in the UK alone. That’s one person every three minutes. This means thousands more families will be affected by dementia, all of whom will need support.

Thanks to ours and many others’ donations, Admiral Nurses can continue to provide a lifeline for families struggling to cope with the hardship of dementia, especially at times of crisis.

If you have been affected by dementia and need support or advice from one of Dementia UK’s Admiral Nurses, they can be reached via Helpline: (+44)800 888 6678 or at

Alternatively, you can visit their website for more information.

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