A New Way to Think About Helmet Safety
I AM BrainSTRONG is a national movement designed to reshape how kids — and adults — think about wearing helmets. It’s not about enforcing rules. It’s about encouraging pride, responsibility, and awareness when it comes to preventing Acquired Brain Injury (ABI).
Inspired by a cultural shift that occurred in the NHL — where helmets became not only mandatory but respected — the campaign seeks to make wearing a helmet cool, normal, and BrainSTRONG.
The Message Behind the Movement
“In 1979, the NHL made helmets mandatory. Players didn’t like it at first, but referees enforced the rule. Today, no player would dream of playing without one. We want to achieve that same shift in mindset — but with biking, and without needing a referee.”
— Robert Wein, Founder, BrainSTRONG Network
Wearing a helmet isn’t just about following a rule. It’s about saying:
- 🧠 I value my brain.
- 🚲 I play smart.
- 💪 I AM BrainSTRONG.
Why It Matters
Every year, thousands of Canadian kids suffer brain injuries — many of which could be prevented with one simple action: wearing a helmet. Despite existing laws, many children avoid helmets because of how they feel about them.
This campaign addresses the issue at the source: not through fear or fines, but by reframing the helmet as a badge of strength.
Get Involved
- Parents: Talk to your children about why helmets matter.
- Kids: Take the pledge: “I AM BrainSTRONG.”
- Schools and Communities: Host your own Bike Rodeo or Helmet Day.
- Media: Help us spread the message far and wide.
Share the Movement
Post your helmet selfies with the hashtag #IAmBrainSTRONG and show the world that smart is strong, and helmets are heroic.
