Social workers are joining forces with one of the city's biggest corporations to help the growing number of elderly people suffering from dementia.
More than 100 staff from CLP Power have volunteered to help raise funds this week for people with the condition.
About 70,000 people aged 70 or older in Hong Kong suffer from dementia. The number is expected to rise to 110,000 by 2020 as the population ages.
A new CLP Power programme, organised jointly with the Hong Kong Council of Social Services and more than 30 social service organisations, aims to help 5,000 elderly people with early symptoms who need financial assistance.
The programme, called Care for the Elderly 2007 - Active Mind, will start on Friday, World Alzheimer's Day, and run for a year.
On Friday, volunteers will mount a city-wide fund-raiser with proceeds going to more than 70 centres for the elderly.
