People are being urged to get out their mobiles and join the fight against dementia this Halloween.
The Alzheimer's Society, in association with Tesco, has launched a new campaign in an attempt to raise funds to help patients with dementia, in which mobile users can text 'SCARY' to 70444 to donate money and receive a spooky trick or treat text message, including handy costume hints and riddles.
Tom Hubbard-Green, e-marketing and social media manager at Alzheimer's Society stated: "As a charity we've used text donate before, but we've never used it in such an innovative way
"The campaign [...] uses a special platform which lets us send randomised bounce-back messages to our supporters featuring a trick or a treat."
Experts have predicted that there will be over a million people with dementia in the UK by 2025.
The rise in the number of people experiencing dementia will require higher levels of monetary support for treatment, care, services and research.
Read more about Barchester dementia care homes.