The Rosh Hashanah appeal of Nightingale, the UK's largest care home, focuses on the needs of the growing number of residents with dementia.
Two-thirds of residents at the south London establishment are dementia sufferers, a figure in line with the national trend. Nightingale provides training for dementia nurses and specialist equipment residents can use on a daily basis.
Chief executive Leon Smith said: "Dementia is a matter that we should all be concerned with because we will all grow old. We are asking members of the community to ensure that people will not have to compromise on the level of care they deserve."