Actress and Alzheimer's Society patron Britt Ekland is fully behind the re-launch of the charity's Old Jewellery Appeal.
The organisation and accompanying star aim to turn hidden treasures into major donations, adding that it may not be possible for people to give money in the current climate but others can donate old or unwanted jewellery.
Britt explained how her mother was hit hard by dementia in her early 60s and was ill for "11 tortuous years", with the actress going on to assert that the condition is simply not a natural way of ageing and essentially steals the lives of those that have it.
As a result, she is on a crusade to spread awareness and help any others living with dementia as well as those who care for them.
She said: "We all have odd bits of jewellery or even costume jewellery that's no longer in style that could be donated. Get a head start on spring cleaning to help Alzheimer's Society defeat dementia by donating your old and unwanted jewellery today."
Britt is perhaps best known for her roles in The Wicker Man and The Man with the Golden Gun, in 1973 and 1974 respectively.
Read more about Barchester's dementia care homes.