Andersen Press has partnered with leading dementia charity Alzheimer’s Research UK on a multi-year campaign with Elmer and the Gift – the 30th Elmer picture book written and illustrated by David McKee – at its heart.
Alzheimer’s Research UK has provided special notes for the back of the paperback, publishing in May, that can help families discuss the often sensitive and difficult topic of dementia and memory loss.
Alzheimer’s Research UK will also house a special Elmer site with further resources online that will be the home of the premier activity – a specially filmed reading of the book by Will Poulter, the star of the latest Marvel Studios release The Guardians of the Galaxy Volume 3, released in cinemas the same week as the book, in May.
Will’s reading of the book will be available free online, and aims to raise awareness of dementia by helping to bring families together and open up a way to talk about the difficult subject.
In the book, Aunt Zelda has a gift to give to Elmer from his Grandpa Eldo, but she can’t remember what it is or where it is. Zelda’s memory sometimes escapes her, and her hearing isn’t what it used to be, so they set off together to find Grandpa Eldo and solve the mystery of the forgotten gift.
“I loved reading the story of Elmer and the Gift in support of Alzheimer’s Research UK. Thousands of families are impacted by dementia and talking about it to friends and family of any age is incredibly difficult,” commented Will. “David McKee’s Elmer the Patchwork Elephant is colourful, trusted, and nostalgic for many parents, making the story a great way to start these important conversations with little ones.”
Andersen Press and Alzheimer’s Research UK will continue their partnership into 2024 – Elmer’s 35th anniversary year – with a multitude of special product launches, Elmer character appearances at special sporting events and more.
Paul Black, PR and brand director at Andersen Press, commented: “We knew we wanted to mark this special book with a premier partnership, and we couldn’t be happier to work with Alzheimer’s Research UK. We hope that Elmer and the Gift can open up conversations in families, and help children dealing with the effects of dementia on their families find comfort.
“With our ongoing partnership we are committed to helping Alzheimer’s Research UK raise lots of money to fund their work in this important area, watch this space for exciting things coming soon.”
Tim Parry, director at Alzheimer’s Research UK, added: “We are excited to work with Andersen Press on Elmer and the Gift, a heart-warming story that celebrates the importance of love, patience and kindness when supporting people affected by dementia.
“Aunt Zelda’s story is familiar to many families, but it can be difficult to talk openly about dementia. With the help of Alzheimer’s Research UK’s advice, we hope the paperback book will allow adults to have important conversations with young people about the condition and its impact on our loved ones.”
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