This concussion awareness initiative results from a partnership between health technology company, Abbott, and the non-profit, Brain Injury Association of America (BIAA). Together they formed a coalition called Concussion Awareness Now, comprised of nearly 20 advocacy groups. Research shows that over half of all concussions are ignored today, putting people at serious and avoidable risk of long-term damage. The two main reasons people ignore them are misconceptions about concussions and an "I'll be fine" mentality regarding head injuries. For example, 84% of people believe concussions only happen to athletes or in major traffic accidents, when in fact, the leading cause is simple, everyday slips and falls. The key communication objective was to create a memorable way to raise awareness around the truth about concussions and convince people to take action and seek medical attention after they have sustained one.

We envisioned a story where Rebel Wilson nonchalantly walks through a gauntlet of dangerous action movie stunts. Just to make the point that most concussions happen doing far more ordinary things.

To bring this to life, the director researched every aspect of action movie tropes. From the location at Universal Studios to the implications of having pythons on set, all possibilities were considered.

By collaborating closely with Rebel, our director learned that she not only had experience with nunchucks, she owned her own pair. Elements like these enhanced the story.

The biggest direction challenge came from the sheer number of stunts Rebel needed to perform in the span of 60 seconds. All in a single shoot day.

Yet, despite the complexity, our director seamlessly guided Rebel to deliver a serious message about concussions in an entertaining, unforgettable way.

Rebel’s message – “Don’t mess with your Melon. If you hit it, get it checked” – has reached millions of people. Her lighthearted and humorous delivery of a serious message, resonated with the audience, both entertaining them and sparking conversation. It opened their eyes to the consequences of untreated concussions, the reality of the unexpected and everyday ways they really happen, and the need for action.

The campaign achieved over 54.5 million impressions and over 4.6 million engagements in its first couple months. The PSA has been viewed 44+ million times in social alone and continues to grow in reach. It generated 39 top-tier news stories in broadcast and online, including an exclusive on the TODAY show with Maria Shriver. The work was featured in AdWeek and AdAge and ranked #1 in Creativity’s Top 5 Celebrity Brand Collabs.