Although there is evidence that a high percentage of dementia cases can be prevented by controlling risk factors, most people consider dementia to be a normal part of ageing. Brain health is a lifelong, multidimensional state consisting of cognitive, sensory, social, emotional, behavioural and motor domains, supported by physiological processes and related to lifestyle and modifiable factors. Given the importance of brain health, especially in the context of an increasingly ageing population, the need for brain health diplomacy has been identified. Awareness of the role of socio-economic factors such as education, occupation or income on brain health and the importance of risk factors such as diabetes, poor vascular health or sedentary lifestyle should be improved at population level. Brain health education should take a broad, lifelong approach.