Staff at an Ashby opticians took on a cheerful new look as fictional characters to focus on the joy of reading - and raise funds for their chosen charity, Alzheimer's Society.

The Alice in Wonderland themed fun at Scrivens Opticians & Hearing Care in Market Street was inspired by World Book Day and featured a charity book sale.

To support the cause the branch is also running a Design a Book Cover colouring competition for children until the end of April, with a £1 suggested donation to enter.

The winners will receive a collection of classic children's books.

Branch manager Liz Holme-Cherry, said: "It was fun to get into character to celebrate the joy of reading, especially for children, and also to raise awareness of Alzheimer's.

"Dementia affects a growing number of people in our community and there is a real need for continued research and support.

"Our book sale helped us to raise funds for a cause we care about."

Scrivens is supporting Alzheimer's Society for a seventh successive year because there is evidence of a link between uncorrected hearing loss and dementia, including Alzheimer's.

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Family business Scrivens Opticians & Hearing Care was established in 1938 and has 173 branches.

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