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Brain Injury Association of America

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

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Brain Injury Association of America

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  1. Brain Injury Association of America Public Awareness Campaign August 2003

  2. Introduction and Orientation

  3. 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.”

  4. 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

  5. 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

  6. 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.)

  7. 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.

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

  9. 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.

  10. 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.

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

  12. Billboards

  13. Billboards

  14. Billboards

  15. Bus Shelters

  16. Bus Shelters

  17. Bus Shelters

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

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

  20. Pricing & Logistics

  21. Billboards

  22. Billboards

  23. Establish a Relationship with your Local Media

  24. Public Service Announcements • Bully • Crying Mia

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

  26. Questions & Answers

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