Life After Brain Injury Stinks

    KELOWNA, BC, Sept. 2 /CNW/ - Edgy? Shocking? or Real. BrainTrust Canada
is launching a new promotion for its "Protect Your Head" brain injury
prevention program to reach the highest risk group for traumatic brain injury:
males 16 - 24. BrainTrust Canada is working with Smak Media & Promotions in a
new "edgy" campaign to change behavior in youth and reduce the incidence of
brain injury. The campaign involves branding condom packages with messages
such as "Protect Both Heads."; and dropping plastic
poop with small signs with "Life After Brain Injury Stinks" and "Lift Leg.
Step Over. You're not the same after Brain Injury." in
locations frequented by young males. Both will be distributed in the Greater
Vancouver area, Kelowna, Vernon and Vancouver Island.
    "This promotion is quite unusual for a non-profit organization," says
Magda Kapp, BrainTrust Canada's Social Marketing Manager. "However, we realize
that to make an impact with youth we need messages to be real and jarring. 90%
of brain injuries are preventable through simple behavior changes such as not
drinking and driving, wearing a seatbelt, and wearing proper headgear for
sports. We are hoping this promotion will make people think before they act -
the difference between taking a safe risk and a foolish risk can be profound." was created by Kelowna-based Web design company
Artistech Newmedia Inc., and includes interactive simulators that demonstrate
what social situations may be like after brain injury. The off-line campaign,
developed by DDB Canada, includes television public service ads that use
"drawings" as an analogy for brain injury, along with print ads and
non-traditional communications such as bar coasters and washroom ads, for
which BrainTrust Canada is seeking partners.

    BrainTrust Canada is a Kelowna-based not-for-profit rehabilitation
organization dedicated to being a leader in injury prevention, and maximizing
independence for persons with brain injury. Brain injury is the greatest cause
of death and disability under the age of 45. There are 165,000 new traumatic
brain injuries each year in Canada, more than 450 per day and one every 3
minutes. To support BrainTrust Canada visit or call
(250) 762-3233.

For further information:

For further information: Magda Kapp, Social Marketing Manager -
BrainTrust Canada, Phone, Fax: (250) 762-3233, (250) 861-3008,

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