Something big is starting this month, and what it’s about has the power to reshape how our entire country views helmet safety.
At a press conference to be held at Vista Centre Brain Injury Services, we’ll officially launch the development of “I am BrainSTRONG,” which will be a groundbreaking new campaign that’s not about enforcing helmet use—it’s about transforming it into a choice everyone will proudly make. This isn’t a typical safety campaign. This is the beginning of a paradigm shift.
It will probably be like when the NHL made helmets mandatory back in 1979, where there was resistance. Players thought it wasn’t necessary, and some thought it made them “look weak.” But over time, something incredible happened—it became the norm. Today not a single player would imagine stepping on the ice today without one. That’s the culture change we’re after with biking.
However, unlike hockey, there aren’t referees on the road. We won’t have rules being enforced with penalties. Kids are required to wear one by law, but adults for the most part don’t — which means that when they turn 18 (when they age-out of the law) they’ll stop wearing it. What we do have is something much more powerful: people inspiring other people.
Through “I am BrainSTRONG,” riders across the country will be invited to record and share a short video on our website, saying:
“My name is <first name>, I live in <city, province> and I’ll wear my helmet when biking — because I am BrainSTRONG!”
When I talk about “I am BrainSTRONG,” I’m not talking about another safety campaign. I’m talking about a shift in how we think — from having to wear a helmet to wanting to. This isn’t about rules or fear. It’s about pride, identity, and self-respect. Protecting your brain doesn’t make you weak — it makes you smart, and it makes you strong.
It’s built on real stories — stories like mine. The only reason I survived being hit by that minivan was that I wore a helmet. That helmet didn’t make me invincible — I’m an “ambulatory wheelchair user“, I see double, and have a speech impediment — but it gave me another chance at life. And that’s what this movement is about: giving others that same chance.
Back in 1979, NHL players resisted helmets. They thought it made them look weak. Today, no one would step on the ice without one. We’re aiming for that same cultural shift — a world where wearing a helmet is the norm, not the exception.
This is about community, too. Parents, teachers, coaches, kids — everyone can join in. Record a video, take the pledge, be proud. Small actions lead to big change.
At its core, “I am BrainSTRONG” is hope in action. It reminds us that a simple choice — putting on a helmet — can save a life. It’s a promise to ourselves, our families, and the next generation: that protecting our brains is something to be proud of.
It’s simple. It’s empowering. And it works.
Join us as we flip the script and help spark a national movement.
This is more than a press conference. It’s the first step toward a future where being safe is awesome, and being BrainSTRONG is something everyone will want to be.
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