In order to promote the good work of a national charity, a famous face is joining the ranks of a leading cause in the UK.
The Alzheimer's Society has added nationally-recognised newsreader Angela Rippon to its ranks as an ambassador for the organisation, with the BBC stalwart supporting the society for a number of years and caring for her mother, Edna, since her diagnosis with dementia in 2004.
Ms Rippon described the condition as the "curse of the 21st century", adding that such an issue was close to everyone.
She continued: "Alzheimer's Society's campaigning and support makes a huge difference to those affected by this cruel condition. Those who suffer from dementia need a voice. By becoming an Alzheimer's Society Ambassador, I hope I can help them be heard."
Other ambassadors for the organisation include Tony Robinson, Britt Ekland and Richard McCourt.
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