British comedian David Baddiel has been announced as an ambassador for the Alzheimer's Society.

Baddiel has previously raised funds for the charity through his tour, My Family: Not the Sitcom, where he talks about the impact of his father's rare form of dementia, and commented 'As a comedian, I’ve always been interested in talking about, and finding the comedy in, subjects that we as a society perhaps don’t talk about.... When my dad developed dementia, a lesser known form called Pick's Disease, I realised that sometimes dementia is one of those subjects: it comes with a silence around it.... I'm delighted to be joining forces with Alzheimer’s Society to continue this conversation, and to encourage people to unite against dementia so no-one has to face the condition alone'.