Insurers, brokers, loss adjusters, and the Chartered Insurance Institute (CII) will compete in an “It’s a Knockout” style competition next month to raise funds for the Alzheimer’s Society.

The event on September 11 will have industry professionals from AXA, Travelers, Zurich, A-Plan, Aston Lark, Bollington, Bridge, Crawford & Co, and the CII compete in games from the 1980s television classic, with prizes at stake, in support of the Alzheimer’s Society’s Insurance United Against Dementia campaign.

Read more: Insurance United Against Dementia calls on industry to join Memory Walk

Al Stewart, marketing and broker development director at AXA, said that he is delighted with the support from across the industry.

“It’s a fabulous cause,” he said. “Very few families are untouched by dementia and having seen what some of the guys did last year climbing Mont Blanc for InsureTrek, I thought AXA should really get involved. It’s maybe not such a heroic enterprise - the most anyone will suffer will be humiliation in front of their colleagues and competitors - but we are really looking forward to it.”

“It’s great to see such a diverse group of companies from across the insurance sector get involved in support of our work for people living with dementia,” said Alice Hardy, head of development at the Alzheimer’s Society. “We hope everyone has a great day while raising money for a knockout cause.”