This year, we’re launching “I am BrainSTRONG”—a movement to change the way people think about helmets.
For too long, helmets have been seen as something you have to wear. Rules, laws, and parents’ voices can trigger that inner-rebel that says, “If I have to, maybe I won’t.” But brain injuries don’t care about rules. One fall can change a life forever.
In Ontario, kids under 18 are legally required to wear a helmet when biking. But the law only takes you to age 19. I am BrainSTRONG goes further—it’s about shifting perspective from “must” to “want to,” so wearing a helmet becomes a lifetime habit, not just a childhood rule.
It’s short, powerful, and personal. When you declare it, you’re not just promising to wear a helmet—you’re saying you value your brain, your future, and your strength.:
“My name is , I live in <city, province>, and I wear my helmet when biking because I am BrainSTRONG!”
When they had to be worn hockey players resisted helmets but now wouldn’t step on the ice without one. Our goal is to build a new culture of biking safety. Helmets aren’t about rules—they’re about pride.
