Head Injury & Brain Trauma Initiative: The Case For Helmets and Pre-Emptive Education in India

project HEAD BRIGHTS

brights on!

OUR MISSION

CONTENTS PRESENT OVERVIEW IDENTIFY WHY EPIDEMIC PERSISTS PROPOSE A SOLUTION OUTLINE IMPLEMENTATION INCENTIVIZE GLOBAL FUNDING INITIATE SOCIAL MEDIA STRATEGY SUMMARY CLICK TO VIEW WEB LINK ON STARRED PAGES

HEAD INJURY OVERVIEW 2013

HEAD INJURY IS THE THE LEADING CAUSE OF DEATH WORLDWIDE.

WHY?

1.5 MILLION HEAD INJURIES ANNUALLY. . .

INDIA IS THE HEAD INJURY CAPITAL OF THE WORLD

A FATHER’S LOVE INSPIRES THE UNFORGETTABLE RESPONSE, AS WELL AS HIS GLOBAL INVITATION.

*CLICK TO VIEW

IHIF MILESTONES ACHIEVED, MILES STILL TO GO. CLICK TO VIEW INITIATIVES & ACCOMPLISHMENTS TO DATE

•Yuvraj Shivraj Singh Trauma Rehabilitation Centre at Rajdadisa Hospital in Jodhpur. The centre is the first and only specialist neurorehab unit in Rajasthan.

•Jodhpur One World Retreat •Brought the Bloomberg Foundation, the Global Road Safety Partnership, the Aga Khan Development Network and the Reliance Foundation on a common platform.

•Continued fundraising for IHIF’s two existing Neuro-Rehabilitation Units, in Delhi and Jodhpur.

The Indian Head Injury Foundation (IHIF) was founded in February 2007 with a mission to build a comprehensive system in India for the prevention and treatment of head injuries, in order to improve the outcome of Traumatic Brain Injury (TBI) patients.

1.5 MILLION HEAD INJURIES ANNUALLY. . .

INDIA IS THE HEAD INJURY CAPITAL OF THE WORLD

INDIA’S ROADS ARE THE DEADLIEST IN THE WORLD

INTERNATIONAL BRAIN INJURY ASSOCIATION: WHY ONLY PUBLISH US AND EUROPEAN STATISTICS?

In India, 1 out of 6 trauma victims die, while in the United States this figure is 1 out of 200. This seemingly unbreachable gap speaks volumes of the perfected PTC procedures in US and their near absence in India. www.indianheadinjuryfoundation.org

NEED TO RAISE GLOBAL AWARENESS

epidemic WHY IT PERSISTS P R E V E N T I O N

T R E A T M E N T

E D U C A T I O N

IDENTIFYING THE PROBLEM

COMMUNICATION Over abundance of research, brain power, frightening statistics.

websites vs.

GAP The masses have NOT been effectively reached or convinced.

street sites

Published

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“I don’t really see girls wearing helmets. I feel suffocated and really hot.”

Priya Mahindroo Published by AFP Global News Agency, April 2012

ADVERTISING FOREIGN & DOMESTIC = POWERFUL INFLUENCERS HELMET LAW IS NOT ENFORCED IN AD CAMPAIGNS *CLICK TO VIEW

CELEBRITIES BOLLYWOOD CELEBRITIES = ESSENCE OF “COOL” VISUAL SPEAKS TO MASSES MORE THAN STATISTICS *CLICK TO VIEW

“I slide it on my head only at junctions where I am sure the traffic cops will be.”

Murali Srihdar, Bangalore DNA India

In India, all two-wheeler drivers and pillion riders have to use helmets under section 129 of the Motor Vehicles Act (1988). However, following vehement opposition from the public, the regulation is hardly enforced in the state.

teens TALK “I believe that most of the teenagers or some adults do not wear helmet because by doing so their look will be effected while driving bikes.” -Vikas “You get up in the morning, freshen up and go to your office in a bike. Humidity sucks the the water out of your body. When your face is covered with a helmet, the sweat doesn’t escape and finally you end up all tired when you reach the office.” -Pankil

“Many of the people think that buying helmet is a wastage of money. . .many forget to wear. . . some feel lazy.” -K. Mohan “But, people, especially the young generation thinks that not wearing helmet is a style. Boys want to impress the girls.” -Madhvee

IN INDIA, HELMETS ARE STILL LEGALLY OPTIONAL FOR WOMEN.

"The figures show that women die in accidents for not wearing helmets. Many lives could have been saved if they wore helmets, which are essential for both drivers and pillion riders on twowheelers."

-Joint Commissioner of Police Satyendra Garg

In a new study published in the Canadian Medical Association Journal, University of Toronto family doctor lecturer and St. Michael’s Hospital associate scientist Navindra Persaud concludes that helmets help prevent fatalities — something he says until now was “controversial.”

RESEARCH POURS IN WITH CHILLING NUMBERS AND CONVINCING DATA. AWARENESS AND EDUCATION INITIATIVES HAVE

NOT CAUGHT UP.

why bother? no one is looking

The man, identified by India's Prokelara News as Kanhaiyalal Raigher had driven his motorbike into a tunnel, where it was hit by a truck. His wife and two children were riding pillion, and both his spouse and young daughter were killed in the accident.

Police officials say that women drivers are as vulnerable to road accidents as males and helmets are equally important for them. In fact, women pillion riders are more exposed to the risk of head injury as they have nothing to hold on to and they risk falling in the middle of traffic.

needed SOLUTION P R E V E N T I O N

T R E A T M E N T

E D U C A T I O N

PROPOSED SOLUTION

IHIF SPEARHEADS THE CREATION OF A VIDEO BRIGHTS SHORT FILM SERIES 1. VIDEO BRIGHTS ARE SHORT ‘FILMS’ •INCORPORATE BOLLYWOOD STARS, INTERNATIONAL CELEBRITIES AND RECORD BREAKING SPORTS ATHLETES. ‘

2. AGE AND SEX CONSCIOUS: •MALE TEEN VIDEO FEATURES A LEGENDARY CRICKET ATHLETE. •FEMALE TEEN VIDEO FEATURES FEMALE CELEBRITY PROVIDING HAIRSTYLE TRICKS TO AVOID ‘HELMET HEAD’

3. HOW / WHEN •PARTNERSHIPS WITH SCHOOLS = VIDEO PROJECTOR DONATED IN EXCHANGE FOR AGREEMENT THAT ALL STUDENTS WILL VIEW VIDEO BRIGHTS FULL SERIES, IDEALLY FOLLOWED BY QUESTION & ANSWER SESSIONS. •PANELS OF HEAD GIRLS AND HEAD BOYS FROM NEIGHBORING SCHOOLS INCENTIVIZED VIA CELEBRITY LED MEETING TO SPEARHEAD IMPLEMENTATION OF VIDEO BRIGHTS PROGRAM IN THEIR SCHOOLS.

FUN TO WATCH. CAREFULLY TARGETED. SLOGAN CONCIOUS. CELEBRITY DRIVEN.

video brights are. . .

COMMUNICATION BRIDGES.

“Around the world, video is being used as a powerful tool for providing community voice and social change. The cost of a camera has plummeted from $100,000 US ten years ago to less than $500 today. Suddenly, changemakers around the world can shoot high-quality video, and distribute it globally via the Internet. By offering NGOs cost-effective training and models of video production, Video Volunteers aims to make video a ubiquitous tool in the work of social change.�

-Video Volunteers

BRING BOLLYWOOD AND CELEBRITY POWER TO VIDEO VOLUNTEERS PROGRAM INITIATIVE

HEAD BRIGHTS HELMUT IS EARNED UPON COMPLETION OF VIDEO BRIGHTS PROGRAM.

video speaks to the masses handing out free helmets has SHORT TERM IMPLICATIONS. Free video with VIDEO ONLY.

Benefits of a “No Freebies� Policy Research shows free handouts, even amongst poverty stricken people, lack the fundamental power of earned rewards. Incentives are short-lived.

a reason for the use of celebrity endorsement is the strong impact of the learning style and memory which is critical to marketing communication success.

-Rajani Surnara, The Effectiveness of Celebrity Endorsement in India

*To offset theft, as well as provide a means for ALL COMMUNITY MEMBERS to participate, school programs are supplemented by screening centers.

NEON HELMETS FOR BRIGHT MINDS

every citizen wearing a HEAD BRIGHTS helmet knows the language of the video series. conformity principles incentivize.

A COMMON DENOMINATOR FOR A NEON COMMUNITY

BOLLYWOOD POWER

SONAM KAPOOR: INFLUENTIAL ROLE MODEL *CLICK TO VIEW

SEEK CELEBRITY ENDORSEMENT FOR INDIAN HEAD INJURY FOUNDATION VIDEO SERIES

this is a message.

FILM INDUSTRY AWARENESS

so is this.

RETURN TO JODPHUR

the GUEST LIST.

the VIDEO BRIGHTS.

IMPLEMENTATION

design

FOLLOW NIKE OLYMPICS MARKETING

S TR

ATE GT Y

NEON = MARKETING GENIUS Nike was not an official sponsor of the Olympics, but they might as well have been. Their innovative approach in London is already shaping the future of sports marketing. The brain behind the shoe concept, Nike’s global creative director for the Olympics, Martin Lotti says, “It’s the most-visible color to the human eye.”

B R I G H T N E S S

M A T T E R S

WHY NEON?

Compared to a black helmet, a high-visibility helmet presents a 24% decreased risk.�

Rider Conspicuity and Crash Related Injury: Case Study *CLICK TO VIEW

project HEAD BRIGHTS P R E V E N T I O N

T R E A T M E N T

E D U C A T I O N

INCENTIVIZE FUNDING

neon is cool. neon is visible. neon could be you.

imagine the branding power: an aerial shot of an Indian street in high traffic, covered with neon helmets bearing the signature or logo of your company. imagine the citizens’ desire to adopt “head brights” program every global newscaster is filming to showcase India’s revolutionary program.

imagine

creating the logo that saved a million lives.

TRY

to imagine a better way to donate.

INDIAN HEAD INJURY STATISTICS ARE A GLOBAL TRAGEDY, TO BE VIEWED SIMILARLY TO AIDS EPIDEMIC IN THE 1980S

“Every year in india 1.5 million people suffer from head injuries and this important issue deserves our attention now. . . so I’m pleased to be performing at the Jodphur One World Retreat to help raise much needed funds and awareness for the Indian Head Injury Foundation and I hope to see you there.”

-STING

*CLICK TO VIEW

SOCIAL MEDIA STRATEGY

Viddy saw daily traffic go from zero to 5 million visitors in a month; and raised $30 million at a reported $350 million valuation.

GLOBAL FUNDING & AWARENESS: CRITICAL RESOURCES

SUMMARY

the power of targeted video the visibility of neon the limitless branding potential the millions of lives

SAVED.

Be the change that you want to see in the world.

-Mahatma Gandhi

an Indian foundation your GLOBAL responsibility.

BRIGHT LIGHTS ON!