Goodwork partnered with Alzheimer’s Disease International during World Alzheimer’s Month to help raise the profile of dementia globally. The month opened with a broad awareness announcement, which set the tone for a series of coordinated media moments.

Momentum built with the launch of the World Alzheimer Report 2025, which highlighted global need to make rehabilitation a human right in dementia care. Goodwork developed tailored press materials for six global regions and ensured ADI’s message was delivered with clarity and compassion.

Coverage increased rapidly. Mentions rose by 609 per cent within the first 24 hours and reached 114 confirmed pieces within one week. CBS News Radio broadcast the report across national bulletins in the United States, while outlets as far as Australia aired it across their morning schedules.

A second opportunity followed as ADI’s team travelled to New York for the United Nations High-Level Meeting on Non-Communicable Diseases and Mental Health. For the first time, dementia was recognised within a United Nations declaration. Goodwork helped shape the communications around this milestone and engaged outlets with significant reach.

The precision in targeting journalists paid off when NPR ran a national feature on dementia’s recognition at the UN, including a full interview with ADI Chief Executive Paola Barbarino. The segment reached 76.7 million impressions and generated £1.4 million in media value, airing repeatedly across the country, with key markets such as California and Florida airing it more than 10 times.

Goodwork’s role was to bridge expert language and public understanding. By guiding ADI through the month’s major media moments, we helped turn a technical policy proposal into a human story that people could care about and share.