During National Alzheimer's Disease Awareness Month the Alzheimer's Association and MullenLowe launch the Pure Imagination Project, a powerful reinterpretation of an iconic song and scene
In honor of National Alzheimer's Disease Awareness Month, the Alzheimer's Association today unveils the Pure Imagination Project, a campaign encouraging people to learn more about the disease and join the efforts to fulfill the organization's vision of a world without Alzheimer's.
"Alzheimer's disease is a brutal and unforgiving enemy that can rob a person of his self-expression, the ability to walk, to read, to write and to find joy in the world. Simply, the person loses himself," said Karen B. Wilder. "When I saw this campaign, I knew that it brilliantly and beautifully captured all that Alzheimer's can take away, and my hope is that it will motivate people to learn more and to seek to change the course of this disease for future generations."
"The Alzheimer's Association is honored to have the opportunity to reimagine this legendary film scene in such a powerful and poignant way," said Michael Carson, chief marketing officer at the Alzheimer's Association. "The Alzheimer's Association is relentless in our fight to end this disease through our support of innovative and novel research initiatives, and unwavering support of families who have been affected. This campaign is an inspiring reminder that there is a lot of work to be done, but a world without Alzheimer's is possible if we join together."