Hilarity for Charity

HFC’s mission is to care for families impacted by Alzheimer’s disease, activate the next generation of Alzheimer’s advocates, and be a leader in brain health research and education.

Hilarity for Charity (HFC) is a national non-profit founded by filmmakers Seth Rogen and Lauren Miller Rogen in 2012 after Lauren’s mother was diagnosed with early onset Alzheimer’s at just 55 years old. HFC has shined a light on ADRD through high-profile celebrity events, dynamic social media and public relations efforts, and an array of direct service programs. HFC is committed to raising awareness, engaging younger generations in the fight against ADRD, and delivering meaningful impact for families through innovative and evolving programs.

HFC’s suite of caregiver services is designed to support caregivers at every stage in their journey. Key accomplishments this past year include expanding the Caregiver Respite Grant program to provide Adult Day Care, growing our scope of caregiver wellness support to include paid/professional dementia caregivers, and continuing to grow and engage youth worldwide in the Youth Movement Against Alzheimer's (YMAA). Highlights in the past year include reaching 4.4M people through programs, events, and our online community; awarding nearly 26,000 hours of care; supporting over 500 caregivers through support groups; engaging 14,000 learners through HFCUniverse; and growing YMAA to more than 100 chapters across the US and internationally.

As we look ahead, there is a growing gap between the scale of need and the support available to families navigating Alzheimer’s and dementia. Priorities for HFC include strengthening professional caregiver training, advancing brain health education and encouraging behavior and lifestyle change, and continuing to scale the number of Caregiver Respite grants we are able to fund.

- Respite Care Expansion ($5-9 million): HFC currently invests approximately $1 million annually in direct respite care costs, meeting only 10–20% of requests currently, while also seeing a 30-40% increase in the number of applications received each month. Additional funding would allow us to meet the current and growing needs of Alzheimer’s family caregivers.

- HFC University Course Updates ($400,000): Existing caregiver and dementia education courses require content updates to reflect current science, best practices, and evolving care needs.

- New HFC University Content ($1.5 million): Funding would support development, production, platform integration, and promotion of new educational courses.

- Brain Health Staffing ($80,000): Additional staff capacity is needed to expand peer leadership training and brain health programming.

- Technology and CRM Improvements ($100,000): Investments in technology and participant management systems will improve user experience, engagement, and program delivery.