When Gene Wilder’s family shared the news that the iconic actor suffered from Alzheimer's disease in the final three years of his life, they helped raise awareness of the condition, right across the world.
November is National Alzheimer's Disease Awareness Month and a new ad campaign is getting a lot of attention.
The Pure Imagination Project features one of the favourite scenes from Wilder’s starring role in Willy Wonka & the Chocolate Factory.
Have a look before I say anymore – I don’t want to ruin it.
Wanta change the world? There's nothing To it
If you’ve scrolled down to here I presume that you’ve watched the ad and seen how poignant, dignified yet powerful it is.
The goal of the campaign – as you can see – is to get us talking, to learn more about the disease and to help the Alzheimer’s Association in their bid to rid the world of the disease.
Wilder passed away last year following complications as a result of Alzheimer's and his late wife, Karen explained the effect the disease had:
"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."
Speaking about the campaign, which was created pro bono by the US advertising company MullenLowe's Winston-Salem, she added:
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.
Want a little reminder of the beauty that was Gene Wilder's talent? Hold your breath. Make a wish. Count to three...
A little nonsense now and then is relished by the wisest (wo)men.