In 2011, Soo Jeong and Soo Hyung Choe's grandfather passed away with Alzheimer’s disease. The disease took their grandfather away and it was really painful for them to see him in a detrimental state where he no longer recognized them or knew their name. Knowing that Alzheimer’s disease affected a lot of other people made the two feel uneasy and at that point, they knew they had to make a change. As a way of fighting the disease, the brothers became philanthropists for spreading awareness about Alzheimer’s to the youth and fundraising for the Alzheimer Society.
THE BEGINNING
This is how it all started...
Soo Jeong founded the first Alzheimer's Club at his high school, York Mills Collegiate Institute in 2011 with the purpose of raising Alzheimer's awareness at his high school and to raise funds for the Alzheimer Society. In the following year, Soo Hyung became the second President of the Alzheimer’s Club after his brother. The club was considered one of the bigger and more passionate clubs with thirty active members. In the two years, the club managed to raise more than $2,000 for the Alzheimer Society of Toronto through numerous fundraising events. Furthermore through awareness events, the club educated uninformed students about Alzheimer’s and had a large presence in the school. Sending funds to the Alzheimer Society and knowing that it was going to a good cause was a very proud and rewarding moment for the club. To this day, the club is still going strong at York Mills C.I.
THE INITIATIVE
After Soojeong’s graduating year of high school, he took the opportunity to raise money and awareness for Alzheimer Society of UK by cycling from London to Paris. The 3-day, 500km cycling adventure was Soojeong’s first test at his endurance and the group trip consisted over 40 cyclers who believed in the same visions as the Alzheimer Society: a world without dementia. Soojeong raised 1400 pounds for the organization and gained long distance cycling experience.
LONDON TO PARIS TRIP
Despite the success of the club, the brothers had a burning desire to expand their involvement with Alzheimer’s awareness. With the support from their father who drove along them, the three started their journey at their grandfather’s cemetery on July 2, 2013. It was quite the adventure as they endured 30 tough and physically challenging days of biking, averaging approximately 160 km and 7 to 8 hours of biking a day.
They spread awareness throughout the country and held their banner saying, “Alzheimer Bike Campaign” in great pride. The brothers made frequent stops in towns and cities for media awareness events. Additionally, they stopped at a few retirement homes, where a number of the seniors had dementia and talked with many of the seniors about their trip.
The Alzheimer Bike Campaign received much media attention as the campaign reached out to places overseas in Hong Kong and South Korea. In Canada, the brothers were able to spread Alzheimer’s awareness in Toronto, London, Thunderbay, Kenora, Medicine Hat and Lethbridge. In total, they met their goal of national Alzheimer’s awareness since they had media attention throughout Canada and even overseas through 10 newspapers, 4 radio stations, 4 TV interviews and 3 magazines.
In the end, they biked approximately 5000 km from Toronto to Vancouver raising more than $8,000 for the Alzheimer Society of Canada. Coming back from the trip, they knew they had to do more for Alzheimer’s and the fire in their passion did not burn out but grew larger.