An event to launch the report was arranged at Universal Music UK in King’s Cross, London, and included special guests such as Vicky McClure and Our Dementia Choir, as well as Music for Dementia supporter, Lauren Laverne. Figures from across the music industry, political spectrum and health and care system were also in attendance. Big Bang PR utilised celebrity involvement and photography from the event to generate widespread coverage in news and showbiz outlets.  Interviews with actor and dementia campaigner Vicky McClure were secured with BBC Breakfast and ITV Evening News and syndicated across BBC radio stations. Spokespeople from Music for Dementia and UK Music did a further 25 radio interviews. We secured and placed a powerful opinion article from Baroness Greengross MP that helped position the report launch ahead of the event.