NEW YORK, May 3, 2009 / FW/ — The Geoffrey Beene Foundation, through its philanthropic Geoffrey Beene Gives Back® Alzheimer’s Initiative, is proud to be a partner in HBO’s pioneering multi-channel, multi-platform series, THE ALZHEIMER’S PROJECT, beginning May 10.
This four-part documentary series, created by the award-winning team behind HBO’s acclaimed “Addiction” project, takes a close look at groundbreaking discoveries made by the country’s leading scientists, as well as the effects of this debilitating and fatal disease on both Alzheimer’s patients and their families.
“We were drawn to HBO’s THE ALZHEIMER’S PROJECT because, like Geoffrey Beene’s own life and work, it breaks with tradition in a bold new approach,” says Tom Hutton, Trustee of the Geoffrey Beene Foundation, as well as President of Geoffrey Beene, LLC.
Geoffrey Beene Gives Back® represents a unique model for charitable giving in the fashion industry: 100% of net profits from Geoffrey Beene, LLC are donated to philanthropic causes. Today, the Geoffrey Beene Foundation and the Geoffrey Beene Brand have supported over $145 million in charitable commitments to a variety of medical causes including the lead recipient, the Geoffrey Beene Cancer Research Center at Memorial Sloan-Kettering Cancer Center.
Additional charitable support goes to the GoRed For Women campaign, signature CFDA and YMA Fashion Scholarships, Veterans’ support, protection of animals, and the welfare of women and children, in partnership with Macy’s through the Family Violence Prevention Fund.
“Our goal is to take the idea of ‘fashion forward’ to a new level of social relevance, by supporting HBO in a wakeup call to the 76 million baby boomers in the direct impact zone of a pending Alzheimer’s epidemic that will bankrupt lives and our healthcare system,” said Meryl Comer, President of the Geoffrey Beene Gives Back® Alzheimer’s Initiative.
Scientific research is gaining momentum in discovering ways to treat and possibly prevent Alzheimer’s. Aiming to bring a new understanding, THE ALZHEIMER’S PROJECT features a four-part documentary series, 15 short supplemental films, a robust website and a nationwide community-based information and outreach campaign.
A book published by Public Affairs Books was developed by the producers as a companion to the project. HBO will use all of its platforms, including the HBO main service, multiplex channels, HBO On Demand, HBO Podcasts, hbo.com, HBO Channel on YouTube and DVD sales, to support the project. In addition, all films will stream free of charge on hbo.com and will be offered for free on multiple platforms by participating television service providers.
The first of the four documentaries in THE ALZHEIMER’S PROJECT is “The Memory Loss Tapes” (debuting May 10), which provides an up-close and personal look at seven individuals living with Alzheimer’s, each in an advancing state of dementia across the full spectrum of the progression of the disease.
“Momentum In Science” (May 11 and 12) is a two-part state-of-the-science film that takes viewers inside the laboratories and clinics of 25 leading scientists and physicians, revealing some of the most cutting-edge research advances. “ ‘Grandpa, Do You Know Who I Am?’ with Maria Shriver” (May 11) captures what it means to be a child or grandchild of one with Alzheimer’s, while “Caregivers” (May 12) highlights the sacrifices and successes of people who experience their loved ones’ descent into dementia.
THE ALZHEIMER’S PROJECT is a presentation of HBO Documentary Films and the National Institute on Aging of the National Institutes of Health in association with the Alzheimer’s Association®, Fidelity® Charitable Gift Fund and Geoffrey Beene Gives Back® Alzheimer’s Initiative. The series producer is John Hoffman; the executive producers are Sheila Nevins and Maria Shriver.
For more information on THE ALZHEIMER’S PROJECT and Alzheimer’s Disease, go to HBO.com/alzheimers.
For more information on Geoffrey Beene Gives Back®, contact: 301-942-6655 or email alzheimers@geoffreybeene.com.
