Home Instead Partners With Hilarity for Charity to Aid Alzheimer’s Care

OMAHA, Nebraska—Home Instead, an Honor company and a provider of in-home care for older adults, and Hilarity for Charity (HFC), the nonprofit founded by actor Seth Rogen and his wife, Lauren Miller Rogen, announced an expanded national partnership to support families navigating Alzheimer’s disease.

HFC is a nonprofit that works to help families impacted by Alzheimer’s and advocate for awareness of the disease and how to prevent it/handle it. Rogen and Miller Rogen started the organization after living with Miller Rogen’s mother who was diagnosed with Alzheimer’s at the age of 55.

The collaboration names Home Instead as the preferred homecare provider for HFC’s Caregiver Grant Program. The HFC Alzheimer’s and Dementia Care Relief Grant provides free respite care hours for families caring for a loved one with Alzheimer’s disease and other dementias.

Since first partnering with Hilarity for Charity, Home Instead has supported over 3,000 families, providing more than 550,000 hours of in-home care through the organization’s care grant program.

“We’ve always believed that getting quality care shouldn’t depend on your financial situation, and this partnership helps us support more families in a real, tangible way,” said Rogen. 

“Caregiving can be overwhelming, and expanding this partnership means more families can access the relief and in-home support they need,” said Miller Rogen.

Through the grant program, Home Instead Care Pros will provide in-home care support to recipients through the company’s nationwide network of franchises.

“At Home Instead, we believe partnering with mission-aligned organizations is key to expanding our impact,” said Kim Atkinson, chief brand officer of Home Instead. “Our longstanding work with Hilarity for Charity is a powerful example, and this next chapter allows us to deliver even greater support to families facing Alzheimer’s.”

In addition to direct care support, the expanded partnership will include joint storytelling, social campaigns and advocacy efforts aimed at elevating caregiver voices and increasing awareness of Alzheimer’s impact across generations.