This campaign raises awareness about concussions and promotes Rowan’s Law, a concussion protocol legislation, named after Rowan Stringer, a teenage rugby player, who passed away after sustaining multiple concussions.
Executive Creative Directors: Ian Grais RGD, Chris Staples
Creative Directors: Christina Yu, Mike Dubrick, Aaron Starkman
Art Director: Zachary Bautista
Designer: Jake Lim
Writer: Andrew Chhour
Strategists: Sean McDonald, Zach Simbrow
Broadcast Producer: Heather Blom
Production Company: Scouts Honour
Director: Mark Zibert
Editor: Graham Chisholm
Assistant Editor: Shauna Dowie
Director of Photography: Mark Zibert
Line Producer: Rita Popielak
Casting: Jigsaw Casting Ltd.
Casting Director: Shasta Lutz
Offline Post Production House: Married to Giants
On-line: The Vanity, Sean Cochrane
Grading: Alter Ego, Wade Odlum
Audio House: Grayson Matthews
Executive Producer: Kelly McCluskey
Account Services: Sarah Riedlinger, Megan Christopher
This campaign raises awareness about concussions and promotes Rowan’s Law, a concussion protocol legislation, named after Rowan Stringer, a teenage rugby player, who passed away after sustaining multiple concussions. Rethink worked with Dr. Charles Tator, a renowned neurologist and expert on concussion, to create a brand icon. The icon resembles a stop sign, divided in half to represent the two sides of the human brain. Rethink also created a series of photography-based posters showcasing the playing field lines for the three sports played most commonly in Ontario and even released a film. The logo has been adopted by various school boards and leagues.“Rowan’s Law” became the #1 searched term on Google Canada with high-profile sports figures, including Ron MacLean, Cassie Campbell and Nick Kypreos tweeting about the campaign.
This campaign really moved me. I don’t play contact sports, am not involved in sports as a coach, teacher or parent and yet I found myself heading straight to the website to find out more so I could help spread the word. A great deal of thought and research was put into the logo, colours and simple, clear messaging. The technique of mimicking the marketing of sports brands was impressive. It’s difficult to watch and yet it’s not negative. You come out of it feeling empowered to make meaningful changes in society’s perception of concussions and competitiveness in sports as a whole. An excellent example of impactful design used to communicate very powerful messages. Well done!
— Karen Marshall RGD, Senior Graphic Designer for The Regional Municipality of York
This campaign is bold, direct and has the right amount of emotions to drive home awareness around the seriousness of a concussion, its symptoms and treatments. The execution is clean, simple and flexible from showcasing the symptoms in the icon to the subtle visuals and audio sounds in the digital and printed products. These products effectively reached target audiences and the analytics showcase the success and creativity of this campaign.