The classic “Pure Imagination” scene from Willy Wonka & The Chocolate Factory was visually reimagined to make the candy-filled world of Wonka’s imagination disappear slowly piece by piece, then exponentially faster until there is nothing left, drawing a poignant parallel to the effects of Alzheimer’s. As Gene Wilder sings “Pure Imagination,” giant lollipops, chocolate waterfalls, candy canes, gummy bears, gumballs, licorice, and cream-filled mushrooms vanish right in front of the children and their parents. Even the edible tulip Wonka sips from disappears out of his hands. A foreboding yet inspiring message appears on screen: “Alzheimer’s can steal your imagination piece by piece. But with your help, imagine how we can end it.” Wilder then returns on screen singing, “Come with me, and you’ll be, in a world of pure imagination,” as all the candy quickly reappears and the chocolate factory comes back to life, filling viewers with hope and possibility.

The Pure Imagination Project launched as an integrated digital, social, and PR initiative during National Alzheimer’s Disease Awareness Month (U.S.) in November. The video was shared via The Alzheimer’s Association’s website, YouTube, Facebook, Twitter, and Instagram, with additional social sharing by local chapters, celebrities, and influencer advocates. The video and an essay by Karen Wilder, who was inspired by the project to join the fight against Alzheimer’s, gained coverage by media outlets such as Adweek, Ad Age, The Drum, ABC News, USA Today, Rolling Stone, Entertainment Weekly, Vanity Fair, People, The Doctors, The Independent, Daily Mail, and RTE.

The Pure Imagination Project made a profound difference, increasing conversation about Alzheimer’s using #PureImagination during the vital National Alzheimer’s Disease Awareness Month and holiday giving season. Being a nonprofit with limited ability to provide support, the initiative relied heavily on getting viewed and shared through owned and earned media. The Pure Imagination Project garnered over 2 million video views and 786.4 million media impressions worth $27.5 million in earned media. Regarding The Pure Imagination Project, Karen Wilder said, “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.” Perhaps it’s no coincidence that Gene Wilder, as Willy Wonka, wore a purple coat and that purple is the color of the Alzheimer’s movement.