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The campaign is part of a broader government initiative to create awareness around Rowan’s Law. The law, a concussion protocol legislation, is named after Rowan Stringer, an Ontario high-school rugby player who tragically died after sustaining multiple concussions at the age of just 17.

The 360 campaign created by the agency, Rethink, also includes: a 30s version running in cinema, as well as a design system with a modular logo for Rowan’s Law created to identify the various signs of concussion and, while not mandatory, can be implemented into amateur sports uniforms. The logo features a stop symbol divided into the two sides of a human brain.