Triple Your Impact This Holiday Season
Triple Your Impact This Holiday Season
Celebrate the holidays with a year-end gift that can go 3x as far to help provide care and support to the millions affected by Alzheimer's disease, and to advance critical research. But please hurry — this 3x Match Challenge ends soon.
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In 2024, the Alzheimer's Association launched Generation Hope, its first-ever brand fundraising advertising campaign aimed at demonstrating the value of investing in the Association's mission. The inclusive, ongoing national initiative — which features online videos starring Association Celebrity Champions Samuel L. Jackson, Kimberly Williams-Paisley and Diedrich Bader — was created with English and Spanish assets. Generation Hope empowers people to continue to advance progress in the movement to end Alzheimer's and all other dementia; it highlights driving research breakthroughs and promising new treatments, and providing vital care and support. The campaign is grounded in motivating giving to fight Alzheimer's and all other dementia and joining Generation Hope.
To engage diverse audiences, inform them about dementia and clinical trials, and address barriers to care, the Association and Gdavis Productions and Films, LLC, brought "Unforgettable" — a dynamic and emotional stage play that premiered in 2022 and showcases the effects of caring for a loved one living with Alzheimer's in an easy-to-understand and relatable way — to new audiences in 10 communities in 2024. Thanks to the support of 150 national and local partners, the play fostered greater awareness and encouraged participation in dementia-related research and support initiatives. Eighty-seven percent of respondents to post-show surveys agreed or strongly agreed that the play provided insight into the importance of culturally tailored education and representation. "Unforgettable" sponsors Molina Healthcare, Lilly and Edward Jones contributed a total of $230,000 to the Association.
Partnership Spotlight
African Methodist Episcopal Church
With over 2 million primarily Black/African American members, the African Methodist Episcopal (AME) Church is a pillar within nationwide faith-based organizations. With its membership aging and many parishioners being at risk for Alzheimer's or another dementia based on underlying health issues and isolation, AME Church began a partnership with the Alzheimer's Association in 2019 — and renewed it in 2022 — to increase awareness of Alzheimer's and other dementias, address myths and stigma, and create understanding of the role and impact of social determinants of health within the community.
"The stigma associated with the disease, coupled with not being able to get a diagnosis from their primary care physician, make it more difficult for individuals to receive proper care," says Roslyn Thibodeaux Goodall, MBA, chair of the steering committee for the national AME Church and Association partnership. "Through the partnership with the Alzheimer's Association, we've been able to educate our members about the various types of dementia and point them to Association programs and services to help them on this journey."
To enhance the partnership and achieve an even greater impact on the fight against the disease, AME Church encouraged its members in 2024 to join Walk to End Alzheimer's®, the world's largest fundraiser for Alzheimer's care, support and research. Nearly 50 AME teams participated, raising close to $10,000. AME is optimistic that team and fundraising numbers will increase during the 2025 season.
"Walk to End Alzheimer's is an easy way to get our members involved in learning about Alzheimer's, as it appeals to all ages," Goodall says. "Our overarching goal is to connect more churches with their local Alzheimer's Association chapters to meet the needs of our congregations and our communities. In many instances, Walk is the gateway to help us get members engaged in the work."