Alzheimer’s Research UK

Shooting for the moon: securing new government funding for dementia research


Dementia is the leading cause of death in the UK, and yet we still have no viable treatments which are proven to slow, delay or cure the disease. Alzheimer’s Research UK approached MHP in 2019 with a single objective: help secure a major increase in UK Government funding to represent 1% of the total annual societal cost of dementia.


Over a 12 month period, MHP developed a political influencing strategy to articulate the case for Just 1%. We combined traditional stakeholder engagement with a social media campaign and worked closely with the charity’s volunteer network, ambassadors and patrons to create a groundswell of support. When the 2019 General Election was announced, emphasis shifted towards shaping the political party manifestos and engaging with prospective candidates.


The Conservative Party General Election manifesto committed to a new ‘Dementia Moonshot’ with £1.6bn in funding for research over the next decade.  If delivered this would represents more than a doubling of existing research funding.

Having benchmarked support for dementia at the beginning of the campaign, MHP was also able to demonstrate a three-fold growth in the number of MPs from all parties who identified Alzheimer’s and dementia as the top NHS clinical priority by January 2020.

In recognition for the outcomes of the Just 1% campaign, MHP and Alzheimer’s Research UK have been shortlisted for ‘Charitable Campaign of the Year’ at the 2020 Communiqué Awards.