6th Alpen Adria Dementia Congress
Main category
CROSSOVER
Sub-category
1. Conference, Congress, Convention
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Event Description and Key Objectives
The 6th Alpen Adria Dementia Congress, held on March 28–29, 2025, in Villach, Austria, marked the return of a long-paused event with a renewed mission: to break the stigma surrounding dementia and build a platform for cross-border knowledge exchange. Organized by Mavida Group, a regional leader in dementia care through Mavida Park, Mavida Residence, and smart home living, the congress reflected a broader vision of aging with dignity. As people live longer, dementia is becoming one of the most urgent health and social issues of our time. Mavida approaches longevity as a chance to create more empathetic, inclusive communities. The target group included medical professionals, therapists, researchers, caregivers, and decision-makers. Over 1,000 participants from five countries (Austria, Germany, Italy, Slovenia and Switzerland) gathered to share knowledge, foster collaboration, and affirm that dementia is not just a condition to manage, but a human experience that demands care.
Key challenges
Reactivating the congress after such a long break meant re-establishing its relevance and visibility across the region. Attracting a diverse audience from clinicians to family caregivers required tailored messaging and content that could serve both expert and personal perspectives. Logistical complexity was amplified by the need for full bilingual execution (German–English), as well as the integration of hybrid-friendly formats. These challenges were addressed through targeted communication, interdisciplinary programming, and real-time translation, allowing the congress to grow beyond expectations.
Basic information about the event
Name of the organiser
Alert agency
Location
Villach, Austria
Event duration
28/3/2025
Client
Mavida Group
VOTING LINK
Event results
Creativity
The creative of the event was the metaphor of the puzzle, a symbol of memory, identity, and the fragments that dementia may alter, but never fully erase. This concept guided the visual identity, content tone, and scenography of the congress. Emotional storytelling was woven throughout the program, complemented by unexpected formats like stand-up comedy and future trend forecasting. The inclusion of theology, ethics, and philosophy alongside medical science brought warmth and multidimensionality to a topic often treated clinically, creating a space that felt human, hopeful, and deeply resonant.
Innovation
The congress introduced new content and formats that redefined what a healthcare conference could be. It featured first-time presentations in the region from renowned dementia specialist Michael Schmieder and futurist Matthias Horx. Its interdisciplinary structure brought together science, psychology, caregiving, and ethics in a single program. Simultaneous translation enabled full participation, while local exhibitor partnerships and sustainable logistics aligned the event with modern standards. Most importantly, it shifted the narrative from dementia as a condition to manage, to a reality to understand focusing on dignity, quality of life, and connection.
Execution
Villach was chosen for its accessibility, supporting the congress’s commitment to inclusion. Planning emphasized clarity in roles, digital infrastructure, and sustainability. A team of organizers coordinated 23 speakers across disciplines, with full support for translation, digital registration, and on-site logistics. Eight workshops were fully booked on the first day, confirming strong interest in practical content. The event ran smoothly, on time, and within budget, thanks to tight coordination between the agency, venue, and regional partners. Attendees experienced a seamless, inspiring, and well-supported program from start to finish.
Measurable results
• Attendance increased by 67%: from 600 (2018) to over 1,000 participants (2025)
• International attendees rose from 70 to 200, a 186% increase
• Lectures grew from 14 to 22, up by 57%
• Workshops doubled from 4 to 8
• Number of speakers increased from 18 to 23
• Female speaker representation improved from 28% to 35%
• Participation from therapy and psychology fields doubled
• Partner organizations increased from 33 to 47, a 42% growth
• Post-event staff hiring increased by 20%
• Media coverage on dementia grew by 80%
• Local institutions reported significantly higher engagement after the event
Communication
A strategic communication plan combined regional media, professional publications, and digital platforms. The event’s identity anchored in the emotionally powerful puzzle metaphor made complex themes accessible and relatable to both experts and the public. The messaging emphasized openness, understanding, and visibility, encouraging society to talk about dementia without fear or shame. Influencer collaboration and community outreach extended reach beyond medical circles, turning the congress into a public-facing movement rather than just a professional gathering. The result was an 80% increase in media coverage compared to 2018, reflecting stronger public resonance.
Sustainable practices
Sustainability was integrated into all phases of planning and execution. Goodie bags were made from recycled materials and included reusable aluminium bottles. Modular booth constructions allowed for reuse by exhibitors. The centrally located venue encouraged public transport and carpooling. Catering and other suppliers were sourced locally to reduce emissions and support the regional economy. All print materials were minimized and printed on eco-certified paper. No single-use plastic was used.
