The NHS is to partner for the first time with industry—Janssen Healthcare Innovation—to launch the inaugural NHS Innovation Challenge Prize for Dementia to help tackle the growing burden of dementia in the UK. The partnership initiative aims to identify and reward novel approaches that can help transform the way dementia care is delivered in the UK. Dementia is one of the greatest health challenges facing society today. Some 800,000 people are currently living with dementia in the UK, with an estimated 670,000 family and friends acting as primary carers. And an estimated £23 billion is spent on health services each year and this is predicted to increase by £5 billion over the next five years. As part of this new Challenge Prize, Janssen Healthcare Innovation will be providing a prize of up to £150,000 for innovative solutions that can make a real and sustained difference to the lives of those affected by dementia—both directly and indirectly. The scope of the Challenge will be decided with the help of those who work on the frontline of dementia care by the end of March 2013, and will be open for 14 weeks. The launch coincides with the official launch of Dementia Friends today, a scheme run by the Alzheimer’s Society to improve awareness of dementia amongst the public and highlights the growing need to find new and innovative ways to improve dementia care in the UK.