Changing the Alzheimer’s Conversation Across Generations

In 2012, Seth Rogen and Lauren Miller Rogen launched a fundraiser that they called Hilarity for Charity (HFC). The memorable name was intentionally unexpected for a cause as serious as Alzheimer’s. There is nothing hilarious about Alzheimer’s, after all. After Lauren’s mother, Adele, was diagnosed with early-onset Alzheimer’s at just 55 years old, Lauren saw a need to change the way people talked about the disease and to better support the families and caregivers navigating it. What began as a fundraiser would ultimately grow into an organization supporting families today while empowering the next generation of Alzheimer’s advocates. 

“I think Lauren and Seth were on a mission to get this information into the hands of young people,” says Alexandra Villano, the organization’s Vice President of Program Development and Strategy. Executive Director Bonnie Wattles concurs. 

“Seth and Lauren’s original vision for this organization was to care for people today,” Wattles says. “But also to be a part of the solution and help prevent the disease for future generations.”

Bringing Brain Health to the Next Generation

The high-spirited nature of the Rogens’ inaugural vision has grown into an energized youth movement, HFC’s high school and college Alzheimer’s advocates helping reframe the conversation around Alzheimer’s and brain health. HFC’s youth programs include the Youth Movement Against Alzheimer’s (YMAA), a global movement with 107 chapters to date; Humans of Dementia, an academic scholarship program for students impacted by dementia; HFCUniverse, HFC’s evidence-based brain health coursework, which has engaged 20,000+ learners; and peer-to-peer Brain Health Leader Training. HFC’s respite care program, offered in partnership with national home care partner Home Instead, provides critical support to family caregivers.

“Eight years ago, not a lot of groups were talking about prevention as a pathway to a cure, but we were,” says Wattles. “The science now tells us that lifestyle interventions work. In fact, up to 45% of cases of dementia may be preventable through living a brain healthy life. We’re excited to be at the forefront of that work alongside younger generations.” 

HFC’s approachable style helps make conversations about Alzheimer’s and care feel less isolating and more accessible. “The through line is, ‘Wow, I’m not alone,’” says Villano. “I’m not alone in experiencing this!” HFC’s unique, relatable voice has been its superpower, says Ashley Petsch, Senior Director of Development. 

“We always say that HFC is a warm place for serious business, and our impact speaks for itself,” Petsch says. “Often our donors come to us with their own personal stories and experiences. HFC’s approach brings some levity to this really dark, shadowy experience and makes us a space donors want to be a part of.”

The impact of engaging young people in the Alzheimer’s conversation is increasingly clear.

“We’ve built an incredible community on social media,” Wattles adds. “That’s where people can know they are not alone in this. We have a very large following, and a true community. And it turns out young people are a really important part of the solution to this disease.”