- The Concussion Awareness Now campaign raises awareness both
about the common, everyday ways concussions most often happen and
the importance of getting concussions evaluated
- Concussion Awareness Now is a coalition of nearly 20 advocacy
groups, founded by Abbott and the Brain Injury Association of
America, with Rebel Wilson as the group's inaugural
spokesperson
- The campaign addresses the fact that more than half of people
who suspect they have a concussion never get it checked and
features a family of characters called the Melons
ABBOTT PARK, Ill., and
FAIRFAX, Va., March 23,
2023 /PRNewswire/ -- Concussion Awareness Now, a
coalition of nearly 20 advocacy groups founded by Abbott (NYSE:
ABT) and the Brain Injury Association of America, unveiled today a
new public service campaign to draw attention to concussions and
the importance of seeking care.
Experience the interactive Multimedia News Release
here: https://www.multivu.com/players/English/9143051-abbott-dont-mess-with-your-melon-the-concussion-awareness-now-campaign/
The majority of concussions happen during everyday activities –
and more than half of people who suspect they have a concussion
never get it checked, according to a recent coalition survey.
The new public service announcement campaign raises awareness
both about the common ways concussions happen and the importance of
getting them evaluated. Playing off the fact that people sometimes
refer to their brain as their "melon," the campaign features a
family of animated characters called the Melons, designed to
connect with a wide audience by showcasing real-life situations
where head injuries occur. Further, the spots encourage people to
get their heads checked for a possible concussion, even if they are
hesitant or feel pressure not to. The characters span three
generations: grandparents, parents and children.
"Too often people think it's OK to walk off a possible
concussion," said Dr. Beth
McQuiston, neurologist and medical director in Abbott's
diagnostics business. "But like a bruised melon, which can suffer
unseen damage beneath the surface, a concussion is a serious injury
that isn't always obvious to the naked eye. By driving awareness,
we hope more people will seek care for possible concussions when
they hit their head, because you can't treat what you don't
know."
Each public service announcement features a Melon character
hitting his or her head in a different way: slipping on a toy,
texting and walking, tripping over the family pet during a virtual
reality game, and playing pickleball. Each spot ends with the
tagline, "Don't mess with your melon – if you hit it, get it
checked." The campaign is launching across digital and social
channels.
A survey of 3,000 people conducted by the coalition in November
of 2022 highlighted many of the misconceptions about concussions.
For example, even though only 3% of concussions that present to the
emergency room are the result of sports injuries, 84% of
respondents believed athletes are the most at risk for concussion.
The leading cause of concussions is slips and falls.
"Most concussions happen to people participating in regular,
everyday activities," said Rick
Willis, president and chief executive officer of the Brain
Injury Association of America. "In the brain injury community, we
take concussions – and their after-effects – very seriously. But
not everyone has the same understanding of what situations are most
likely to cause concussions or what to do when they experience a
hit or bump to the head or a full-body jolt. The Melons offer a
unique way to spread awareness about concussions: if you think you
or a loved one has sustained a concussion, it's imperative to get
it checked."
Abbott and the Brain Injury Association of America launched the
Concussion Awareness Now coalition in December. The coalition of
advocacy groups has teamed up with acclaimed actress, comedian,
writer and producer Rebel Wilson to raise awareness about the
seriousness of concussions. Wilson has shared her personal
concussion story as part of the coalition's campaign and will
appear with the Melons in online content. Wilson suffered a
concussion when she slipped on wet grass while walking to the set
of a movie.
Concussion Awareness Now is made up of advocacy groups
that represent people who have sustained brain injuries – from
veterans, older adults and victims of domestic violence – their
caregivers, as well as healthcare professionals such as emergency
care physicians, physicians assistants, urgent care workers and
athletic trainers. The coalition website, CheckYourMelon.com,
features information about concussion, tips for seeking treatment,
frequently asked questions, a patient question guide and other
resources.
About the Brain Injury Association of America
The
Brain Injury Association of America is the country's oldest and
largest nationwide brain injury advocacy organization. Our mission
is to advance awareness, research, treatment, and education and to
improve the quality of life for all people affected by brain
injury. We are dedicated to increasing access to quality health
care and raising awareness and understanding of brain injury.
Learn more at www.biausa.org, on Facebook
at www.facebook.com/BrainInjuryAssociationofAmerica, on
Instagram at @bia_usa, and on LinkedIn
at www.linkedin.com/company/brain-injury-association-of-america.
About Abbott
Abbott is a global healthcare leader that
helps people live more fully at all stages of life. Our portfolio
of life-changing technologies spans the spectrum of healthcare,
with leading businesses and products in diagnostics, medical
devices, nutritionals and branded generic medicines. Our 115,000
colleagues serve people in more than 160 countries.
Connect with us at www.abbott.com, on LinkedIn
at www.linkedin.com/company/abbott-/, on Facebook
at www.facebook.com/Abbott and on Twitter
@AbbottNews.
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SOURCE Abbott