The AllPie Alzheimer’s Challenge (AllPie ALZ) was started by Brett Ari Fischer in honor of his 3 grandparents who developed Alzheimer’s, including his grandmother on his mom’s side, Savva, who passed away in late October 2014, just a few days before Alzheimer’s Disease Awareness Month (November). The goal of AllPie ALZ is to help raise at least $18 million for the Alzheimer’s Association.

The Challenge entails recording an individual getting pied in the face and posting it on social media outlets such as Facebook, Instagram, Twitter etc., while including the hashtags #AllPieALZ and #EndALZ. It has been suggested that people use all types of pies including blueberry pies, pecan pies, pizza pies, whipped cream or shaving cream in a tin can, etc. The goal is to be creative with The Challenge.

The video was shot in the Financial District in New York City on April 3, 2015 (Savva’s first birthday since her passing) and posted on YouTube and Facebook on April 12, 2015 (Brett’s mom’s birthday).

Brett has wanted to start a charity for the cause since over 10 years ago, when his dad’s mother developed Alzheimer’s, but kept making excuses, telling himself that he’s “just one person,” that he “doesn’t have the proper resources or knowledge,” and that he will do it “later.” But when Savva developed the disease and Brett saw how quickly she started to deteriorate, he knew he needed to take action immediately. Unfortunately, she passed away before he could film the project and promote The Challenge.

Brett was born and lived in Orange County, California up until graduating from high school. His mom and dad are from Long Island and the Philadelphia area respectively, so it was only fitting that Brett decided to go to college at his dad’s alma matter — Drexel University — and move to New York City shortly after graduation.