BrainTrust Canada is reaching out to boarders and BMXers in its ongoing efforts to reduce debilitating brain injuries.
The Vancouver-based advocacy organization has partnered with Nutcase, a U.S. safety helmet manufacturer that is making its first foray into the Canadian market on a new marketing initiative called “Sponsor My Head.”
Developed by Taxi Vancouver, the contest targets Canadian youths between the ages of 13 to 24 who participate in street sports such as skateboarding, BMX riding and in-line skating.
People visiting SponsorMyHead.com are being asked to submit a picture that shows them performing their favourite trick. A selected group of 500 will receive a Nutcase helmet and be invited to film a video that shows their skills – all while wearing the Nutcase helmet, of course – in a bid to win $5,000, a limited edition Nutcase helmet and a spot on the Nutcase team. The first three winners will also receive a Go Pro Helmet Cam and other promotional material from Nutcase.
Will Seccombe, a copywriter at Taxi’s Vancouver office, said the contest was inspired by YouTube videos featuring young riders – almost always helmetless – showcasing their skills in an attempt to secure sponsorship deals. “We thought let’s spin it a little bit and say ‘You can win a sponsorship, but you’ve got to wear a helmet,’” said Seccombe.
The contest is being supported by an ambient media campaign consisting of wild postings, street stencils in areas where the target audience tends to congregate, such as skate-parks, and postcards in skateboard/BMX stores. The ads feature an image of a trophy with a bowl made from an upturned safety helmet, and a link to the SponsorMyHead.com site.
“We quickly came to the conclusion that traditional advertising messages weren’t really going to work with a young audience,” said Seccombe of the contest. “Going out there with a maternal message like ‘Wear a helmet’ or instilling fear wasn’t the way to go.”
According to BrainTrust Canada statistics, brain injury from trauma alone impacts an estimated 166,455 Canadians each year. Males between the ages of 16 to 24 are particularly susceptible, says the organization, since they believe they are invincible and frequently engage in high-risk behaviour, often because of peer pressure.
