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Alzheimer's Disease International launches a World Alzheimer Report since 2009 and these reports have been agenda setting on relevant issues for the public policy agenda. The 2014 report is touching on risk factors because of the growing evidence in this area and the links with other main chronic diseases like diabetes, heart diseases and cancer. We wanted to know what evidence there is to support more inclusion of dementia. The research group that was commissioned examined the evidence for the existence of modifiable risk factors for dementia in four key domains; developmental, psychological and psychosocial, lifestyle and cardiovascular risk factors. The report was launched on 17 September 2014 and shows there is persuasive evidence that the dementia risk for populations can be modified. The strongest evidence for possible causal associations with dementia are those of low education in early life, hypertension in midlife, and smoking and diabetes across the life course. Improved detection and treatment of diabetes and hypertension, and smoking cessation, should be prioritised, including for older adults who are rarely specifically targeted in prevention programs. Increased physical activity and reduction in levels of obesity are also important. Based on this evidence, brain health promotion messages should be integrated in public health promotion campaigns such as non-communicable disease (NCD) awareness campaigns or tobacco cessation campaigns, stressing that it's never too late to make these changes.