Mix celebs and a catchy contest, and the Alzheimer's Association is hoping to grab attention for a rapidly growing disease.
The non-profit group's Who Wears Purple Best? campaign launched this week as the "2009 World Alzheimer's Report" was published, estimating 35 million people worldwide have Alzheimer's and other forms of dementia -- up 10% since 2005.
Actors Bradley Cooper (The Hangover) and Seth Rogen (Knocked Up) are among the stars modeling purple togs that sport big, block letters saying "Act" and "Move" -- Alzheimer's Association catch words -- on the group's website (alz.org). Visitors can vote for the hottest purple-wearer through Wednesday.
"We were looking for a fun, easy way to help people get more involved and learn more," says Angela Geiger of the Alzheimer's Association.
But beneath the "fun" lies a dead-serious cause, advocates say.
Rogen, 27, said in an e-mail that a person close to him -- he didn't want to reveal who -- has the disease. He said knowing the realities of Alzheimer's is devastating. "I didn't think that something like this would impact our lives at this point, and it has been difficult adjusting to this new reality."
Bradley Cooper, 34
How you know him:
The Hangover
Alz connection: A friend's mom, now deceased
"I had no idea that Alzheimer's was
fatal and was
surprised to learn that it's not just an older person's disease."
Soleil Moon Frye, 32
How you know her:
Former child star, Punky Brewster
Alz connection: Dad
"As a family, it tore us apart so much,
witnessing someone you love whose mind is deteriorating."
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