BrainTrust Canada launches new 'protectyourhead' social marketing campaign

    KELOWNA, BC, June 15 /CNW/ - BrainTrust Canada, a community
rehabilitation organization dedicated to being a leader in injury prevention,
is launching a hard-hitting social marketing campaign in BC targeted at the
highest risk group for brain injury, males 16-24 years of age. This is the
only social marketing campaign of its kind in Canada focussed on brain injury.
Brain injury is the greatest cause of death and disability under 44 (Center
for Disease Control, National Institute of Health in the US). Of all types of
injury those to the brain are among the most likely to result in death or
permanent disability. Based on a conservative estimate, there are an estimated
12,000 brain injuries each year in BC, and up to 160,000 people are living
with long-term disability relating to brain injury.
    The new multi-media campaign includes a new website created by Kelowna-based web design company Artistech
Newmedia Inc. The site includes a series of interactive and entertaining
simulators that demonstrate what everyday social situations may be like after
sustaining brain injury. The new website will be followed by various other
campaign elements including television, print, outdoor advertising, event
marketing and non-traditional lifestyle promotions to help raise awareness of
the issue of brain injury with the target audience, The off-line campaign,
developed by DDB Canada's Vancouver office, has already been recognized
internationally for creative excellence at last night's New York Festivals
2007 International Advertising Awards, where the outdoor/print series
"Construction Worker/Skateboarder/Trail Rider", which launched earlier this
spring, was awarded a Bronze World Medal.
    The television and print advertisements are based on the insight that
brain injury can affect everything, uses simple concepts such as drawings and
puzzles as an analogy for injury. The outdoor ads are more direct, and include
a series of messages and compelling images meant to provoke thought. As part
of the grassroots component of the campaign, decals are
being distributed at extreme sports events such as mountain biking
competitions, through high profile athletes such as international mountain
bike champion Shaums March of Squamish, British Columbia. In addition, a
workplace component to the campaign includes posters that will be distributed
in the community and schools as part of a relationship with WorkSafe BC.
    "June is brain injury awareness month so this is a perfect time to launch
our campaign," says Magda Kapp, Social Marketing Manager for BrainTrust
Canada. "The reality about this issue is that costs relating to brain injury
in BC have reached an astounding $1 billion annually. However the good news is
that 90% of brain injuries are preventable, and if we can reduce the incidence
in this province, it will benefit everyone. Our 'protectyourhead' campaign
focusses on changing decision making behavior, as injury can happen in a
moment, and recovery can be lifelong. The campaign is very hard-hitting, and
is intended to make people think about their choices, by illustrating that
everything changes after brain injury. At this time we are still seeking
partners to support this campaign and our cause."

    BrainTrust Canada is a progressive community rehabilitation organization
dedicated to being a leader in injury prevention, as well as maximizing
independence for persons with brain injury. Established in 1986 in Kelowna,
the not-for-profit organization's mandate is to aid in the prevention of brain
injury and improve the quality of life for persons with brain injury.

For further information:

For further information: or images, please contact: Magda Kapp, Social
Marketing Manager, No.11 - 368 Industrial Avenue, Kelowna, BC, V1Y 7E8, Phone:
(250) 762-3233, Fax: (250) 861-3008,

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