Reaching Beyond the Capital
The Insurance United Against Dementia (IUAD) campaign is looking to broaden its geographical and sector reach after raising more than £13m for the Alzheimer’s Society since its launch in 2017. Co-founder Benedict Burke acknowledged that the campaign has previously been too focused on London. To address this, the IUAD board will introduce a dedicated regional markets remit for 2027–28. Engagement is already growing in Bristol and Manchester, with organisers seeking local leaders to drive involvement across the wider supply chain, including lawyers, engineers, and loss adjusters.
Targeting New Sectors and Research Impact
Alongside regional expansion, Burke noted considerable room to deepen involvement from life and protection firms, as well as reinsurers. The campaign relies on personal and professional networks within the insurance market, where many participants have seen the effects of dementia in their own families. Funds raised by IUAD have historically supported the UK Dementia Research Institute's work into blood biomarkers and helped launch the Alzheimer’s Society's Companionship service. Ahead of Insurance Day for Dementia on 26 November, participating firms can access toolkits, join webinars, and have funds raised by 4 December matched up to £100,000 by the Z Zurich Foundation.