WORK:
Create campaign to raise awareness of concussion injury and prevention among tweens 

SUMMARY:
St. Mary's Healthcare System for Children, the New York region's largest provider of post-acute care for children, encourages children and their parents to become "Head Smart" as part of its ongoing awareness campaign to reduce the incidence of preventable brain injury, and more precisely Traumatic Brain Injury [TBI].

Of all injuries, TBI is the leading cause of death and disability in children and young adults in the United States.

St. Mary's aim is to impress upon tweens their role in protecting their hopes, dreams and futures, without limiting the conversation to competitive sports.

Retained to assist a New York agency's presentation to St. Mary's, we created an entry-point narrative and platform for engaging the target audience as digital natives through Head Smart, an existing St. Mary's program:

Head Smart
ItsBetweenMyEars.com