The Elephant Project, Increasing Awareness for Alzheimer's Disease

Founded in 2006 by David Niederhoffer, The Elephant Project is an organization that raises funds and awareness on behalf of the Alzheimer's Association. The NYU Stern School of Business student decided to start The Elephant Project after losing his grandfather to Alzheimer's disease. The elephant is chosen as the symbol of the project as “elephants never forget.”

Niederhoffer asks celebrities to pose for a picture with an elephant beanie baby and sign an Elephant Project card, which are auctioned off together with an elephant beanie baby. All proceeds are donated to the Alzheimer's Association, and Niederhoffer has raised over $30,000 for the organization so far.

The Elephant Project's fall 2012 auctions are currently ongoing and will end on September 20. Participating celebrities include One Direction, Justin Bieber, Lea Michele, Sofia Vergara, Jimmy Fallon, Carson Daly, Ian Somerhalder, Rihanna, Zooey Deschanel, Zachary Quinto, Tom Felton, Kim Kardashian, Jensen Ackles, Emmy Rossum, and many more.