YWCA Concussion Story
Creative Director: Pamela Rounis
Art Director: Abrie Miller
Writer: Emily Betteridge
Director: Lindsay Siu
When people think of concussions, they think of sports, but for every NHL concussion, over 7,000 Canadian women suffer concussions by an intimate partner.
To shine a spotlight on a very staggering concussion statistic and bring public attention to the need for greater research and pathways for treatment, we staged a shocking misdirect. We had hockey legend Trevor Linden recount a story of the terrible impacts of a blow to the head — only the story wasn’t his. It was a woman’s story of violence from an intimate partner.
Awards and Recognitions
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Gold | Influencer/Talent Marketing
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Gold | PR
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Silver | PR
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Silver | Cause/Public Service
Bronze | Budget-Savvy Strategy -
Bronze | PR