When England walk out against Belgium at Wembley, their shirts will tell a powerful story - by saying nothing at all. In the second half, the players’ names will disappear, symbolising the memory loss faced by those living with dementia. It’s part of the Alzheimer’s Society International, a collaboration with the FA that reframes football’s emotional power as a vehicle for awareness and empathy.
đź“Š Supporting Stats
Dementia is the UK’s biggest killer, yet one in three people living with it in England and Wales remain undiagnosed (Alzheimer’s Society, 2025).
Memory loss is the most recognised symptom, but fear and misinformation still prevent many from seeking help early.
The Alzheimer’s Society checklist campaign aims to change that - helping fans spot the signs and support loved ones to seek diagnosis.
The “nameless shirts” are a rare example of a football campaign that balances symbolism and sincerity. There’s no overt branding, no empty slogan - just a tangible, visual metaphor for memory loss, played out in real time on one of sport’s most visible stages. It works because it’s simple and human. Commercially, it strengthens the FA’s position as a purpose-led institution, showing how football’s visibility can serve a deeper social function without diluting fan engagement.
đź“Ś Key Takeouts
What’s happening: England’s men’s team played the second half against Belgium without names on their shirts to raise awareness of dementia.
What works: The visual disappearance of names - a live, visceral metaphor for memory loss - cut through noise with emotional precision.
đź”® What We Can Expect Next
As awareness campaigns compete for audience attention, this sets a new creative bar: live symbolism over static messaging. Expect other sports bodies and brands to borrow from this playbook - using in-game disruption or sensory cues to bring social issues to life. The challenge will be maintaining authenticity as purpose-driven gestures become more common. England’s nameless shirts remind us: the best messages in culture are the ones we don’t need to read to understand.