Case Study: Hilarity for Charity builds a trusted Alzheimer’s advocacy brand with Brand Knew

Hilarity for Charity raises $475,000 with Brand Knew

The non-profit Hilarity for Charity (HFC), founded by Seth Rogen and Lauren Miller Rogen, engaged the agency Brand Knew. Their challenge was that their brand was seen primarily as a single annual comedy event, which no longer reflected the full breadth and impact of their growing organization focused on Alzheimer's care, education, and advocacy. They needed to elevate their brand to be seen as a trusted, mature resource while preserving their authentic, comedic voice.

Brand Knew implemented a comprehensive rebrand and marketing strategy. This included a full visual and messaging rebrand to HFC, creative campaigns like #CareWithACall during COVID-19, and innovative virtual fundraisers like the "Head to Head" game show. The agency's work resulted in sold-out events, campaigns reaching hundreds of thousands of people, significant increases in program engagement, and substantial fundraising revenue, solidifying HFC's position as a leading force in the brain health space.

Hilarity for Charity