Brain Injury Association of America

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Brain Injury Association of America
Public Awareness Campaign August 2003
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Introduction and Orientation
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The Need for Public Awareness

• A Harris Poll conducted in 2000 funded by the
  Health Resource Services Administration (HRSA)
  found that one in three Americans are not
  familiar with the term brain injury.

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The Need for Public Awareness

• Currently, prevention is the only cure for brain
  injury, therefore it is important to increase
  awareness of brain injury and preventative
  measures

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The Campaign

• The Safe World creative concept was developed by
  BVK/McDonald/Serve Marketing in Milwaukee
  Wisconsin as one of three focus group tested
  awareness campaigns

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The Campaign

• The focus groups, conducted by Respond 360 in
  2001, found that
• 61 of the respondents would remember the
  campaign
• 62 would be attentive to the billboards
• 76 found the campaign easy to understand.
• The Oh My, No Helmet campaign got the attention
  of more respondents (86 but nearly 20 were also
  offended by the campaign.)

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Launching

• The Association has secured funding from a HRSA,
  Partnership in Information and Communications
  (PIC) agreement to help fund the production,
  labor and printing costs of the Safe World
  campaign.

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Launching

• The PIC project includes funding for the
  production of the 3 designs and the
  printing/posting of 75-100 billboards.

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Results

• It is the goal of the Association that by gaining
  visibility, in two media markets, we can gain
  momentum and eventually move to more media
  markets with the campaign, possibly even with a
  renewal from HRSA in coming years.

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Results

• Ultimately, the goal is to reduce the incidence
  of future injuries and to provide access to
  information and resources to those who need it.

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Results

• The billboards will feature the re-designed Brain
  Injury Association of Americas Website address
  www.biausa.org which reached nearly 450,000 hits
  in 2002 and offers information, resources and
  directs individuals to the Associations family
  helpline for further assistance.

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Billboards
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Billboards
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Billboards
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Bus Shelters
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Bus Shelters
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Bus Shelters
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Launching

• The Washington, DC metro area and Chicago were
  chosen for placement of the Safe World campaign

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Launching

• The Association is seeking assistance from the
  Outdoor Advertising Association of America for
  billboard space for the campaign.

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Pricing Logistics
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Billboards
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Billboards
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Establish a Relationship with your Local Media
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Public Service Announcements

• Bully
• Crying Mia

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Media Tools

• Press Release
• Media Advisory
• PSA
• Letters to the Editor
• Opinion/Editorial (Op-ed)

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Questions Answers