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Team at cofinitive walk, run and cycle 200km as Faye Holland nears end of 50-week challenge for Alzheimer’s Research UK

The team at PR and marketing consultancy cofinitive are walking, running and cycling 200km this week for Alzheimer’s Research UK amid sweltering conditions.

The fundraiser was inspired by founder Faye Holland’s personal year-long challenge, during which she is completing 50km a week for 50 weeks, until she reaches the age of 50.

The cofinitive team taking on the challenge
The cofinitive team taking on the challenge

The punishing task - which began on August 17, 2020, and will end on Sunday August 1, 2021 - means Faye will have walked, run or cycled 2,500km.

And she hopes to raise £5,050.50 in aid of Alzheimer’s Research UK with the challenge, having watched her father-in-law deteriorate from acute dementia caused by Alzheimer’s.

Dementia is the leading cause of death in the UK, and there are 50 million people living with it worldwide - a number expected to triple by 2050.

“When I started the challenge 50 weeks was a long time away, but here we are, almost at the end and I’ve suddenly realised that I actually need to raise the donations! My core team rallied round and are supporting me on this last push, and it’d be great if anyone else can join in and donate too,” said Faye.

Faye Holland, founder of cofinitve. Picture: Keith Heppell
Faye Holland, founder of cofinitve. Picture: Keith Heppell

She is being joined this week by account managers Carole Aye Maung and Emma Stewart, along with marketing executive Gemma Dorling from the Burwell-based consultancy.

Gemma said: “When a family member is diagnosed with Alzheimer’s it has an overwhelming effect on the entire family and with many of us having a personal connection to Alzheimer’s it was only natural that as a team we would want to not only support Faye, but also do our bit to increase donations to such a great cause.”

You can follow the team’s progress on Twitter @cofinitive using #50in50by50. Donations can be made via https://www.justgiving.com/fundraising/faye-holland1.

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