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Securing UK coverage for the 2026 Alzheimer’s Association International Conference® (AAIC®)

Client

Alzheimer’s Association

Sector

Events and Venues

What we provided

Public Relations

Background.

Each year, the Alzheimer’s Association International Conference® (AAIC®) is hosted in a different city across the globe. This time it took place in London, where the Association partnered with the London Convention Bureau to welcome more than 13,500 researchers, clinicians, dementia care professionals and other leaders from 115 countries, to share the latest advances in Alzheimer’s and dementia science, culminating in an open free-to-attend event, where the public could learn about the latest research findings.

JBP’s involvement in the project came about via one of our partners in the international PR network, Worldcom: Chicago-based PR agency Public Communications Inc. Our role was to tailor press materials for the UK media and conduct outreach across five key stories for PCI PR’s client, the Alzheimer’s Association, which included:

  • The effect of football on brain health
  • The impact on diagnosis and medical management of using highly accurate Alzheimer’s blood tests in primary care
  • An Alzheimer’s blood biomarker test that may help predict cognitive decline and dementia up to 10 years in advance
  • A structured intervention of healthy lifestyle changes that can improve cognition in at-risk older adults shows success when adapted for use in 11 Latin American countries
  • The London Eye being lit up purple – the Alzheimer’s Association’s colour – to welcome attendees to the AAIC®.

Plan of action.

  • Aligning messaging – Our team met with PCI PR to align on the key messaging behind the project, understand how the communications plan would run before and during the conference and consolidate a plan of action ahead of time.
  • Creating the press list – JBP created a wide-ranging media target list, given the different opportunities presented by the multiple research strands, from lifestyle and health to sport.
  • Editing materials – We reviewed final versions of press releases and pitches, ensuring that the tone and wording was suitable for UK media, accounting for and leveraging any relevant recent news or sensitivities.
  • Pitching under embargo – Once everything was lined up, we pitched each story under embargo, to maximise opportunities for interviews and get a head start on the news agenda where possible.
  • Keeping everyone in the loop – We shared a client-friendly dashboard which allowed for immediate updates to be shared on which stage the team was at regarding pitching, following up and securing media coverage/interviews for each story.
  • Follow up as embargoes lifted – As the research was presented during the conference, JBP followed up with media contacts to remind them of the story and fulfil any outstanding information/interview requirements.
  • Scheduling and conducting interviews – Where interviews were requested, JBP helped arrange these and facilitated, together with providing follow-up support and recommendations.
  • Monitoring for coverage – Our team frequently reviewed coverage as it went live, sharing regularly with PCI PR both during and then as a summary following the conclusion of the conference.

Results.

Coverage was secured across leading national outlets including BBC, ipaper, Daily Star, The Daily Telegraph (print and online), Daily Express (print and online), The Independent (print and online), GB News, Daily Mail, LBC and OK! Magazine.

We also secured coverage in key health and life sciences trade titles, including Medscape, Medical News Today, The Pharmacist, Medtech Insight (Citeline) and Pharmaceutical Technology.

Most coverage directly referenced the Alzheimer’s Association and AAIC, helping to build brand awareness and share the importance of the conference and the wider global scientific effort to advance Alzheimer’s and dementia research.

In summary, our media pitching and outreach reached a potential total audience of 712m+*, split into:

  • 42 pieces of coverage
    • 24 national pieces of coverage
    • 6 regional pieces of coverage
    • 8 health trade pieces of coverage
    • 4 other pieces of coverage (sport focused titles and European news platforms)
*Combined total of publication wide audience figures for titles carrying coverage including circulation, webpage visitors and broadcast audiences.

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