Shobna Gulati, Will Poulter, and Eddie Marsan are backing Alzheimer’s Research UK's new campaign, Making Breakthroughs Possible, co-starring with personalities including Hayley McQueen, Katie Derham, and Nish Kumar, hoping to encourage more research and achieve new treatments for dementia.

The film 'celebrates the power of our brains and research's ability to overcome dementia', and Gulati commented 'Our brains are extraordinary and, if we can create everything around us, there’s no reason why we can’t find a cure for dementia.... We’re so clever as human beings and I know there’s a way through this, and it’s organisations like Alzheimer’s Research UK that will get us there sooner'.