Joanna Cooper and ASI go Denim for Dementia

Rachael Dunphy

Model Joanna Cooper has backed The Alzheimer Society of Ireland’s annual ‘Denim Day for Dementia’ fundraising campaign. 

The nationwide campaign asks the public to don their denims on Friday 3rd of March to help raise essential funds for The Alzheimer Society of Ireland. The campaign, back for a sixth year, aims to raise €30 ‘000 to support families affected by dementia across Ireland, with supports such as their National Helpline, Day Care at Home and Family Carer Training.

Joanna Cooper, a model, entrepreneur and former Miss Universe Ireland is this year’s ambassador for the ASI Denim Day campaign. Cooper holds a personal connection with the charity, as her mother Terri was diagnosed with dementia in 2021. 

Speaking about the campaign, Cooper said she is honoured to team up with the society, saying “I know first-hand the struggles families go through when their loved one has dementia; how emotional and challenging it can be.” She continued that she believes campaigns such as this one are ‘vital for the 11 ‘000 people a year who develop dementia in Ireland alone. 

“I rarely share anything personal online, but I felt it was important to share my family’s dementia experience; even if it helps just one person in a similar situation feel less alone and to know that there are supports out there and how to get them.”

The Alzheimer Society of Ireland is the leading service provider in Ireland for those affected by dementia and their families. Each year the society must raise €3.2 million to ensure their services can continue to serve their community. 

Speaking on Joanna Cooper’s appointment as the campaign’s ambassador, Head of Fundraising for the ASI Mairéad Dillon said they are extremely grateful she is supporting the 2023 campaign. 

“We thank Joanna for sharing her story as we continue to bring the conversation around dementia to the forefront. Fundraising is essential for the charity so we can maintain our vital services each year.” 

To get involved, members of the public can head to where they can register for their free Denim Day for Dementia pack, or can contact the society directly at to find out more on how they can get involved. 

This year, The Alzheimer’s Society of Ireland is the charity partner of DCU Drama society. A portion of the proceeds of any funds raised through DCU Drama productions this year will help the society in providing support to the 64’ 000 people currently living in Ireland with dementia.

Image Credit: Alzheimer’s Society of Ireland