feedback report
2004 Brain Awareness Week

The 2004 International Brain Awareness Week (BAW) campaign ran from 15 to 21 March. The focus of this year's campaign in South Africa was to increase public awareness of the vital role that the brain plays and to stimulate interest in the neurosciences. The Mental Health Information Centre of South Africa (MHIC), on behalf of the local BAW Planning Committee, is pleased to provide feedback on the activities organised to promote this focus.

MEDIA LAUNCH
The 2004 BAW campaign was launched on 27 February with a Media Tea held at the Two Oceans Aquarium, Victoria & Alfred Waterfront, Cape Town. On arrival, each journalist received a ‘brain box’ press kit containing brochures on BAW partner organisations, including full contact details for follow-up interviews. The morning’s programme included a keynote address by Prof Mark Solms, neurospychologist at the Dept of Psychology, University of Cape Town. Karen Borochowitz of Alzheimer’s South Africa gave a sincere and touching account of the impact of a chronic brain condition on family and caregivers. Deon Roos of the Brain Injury Group, accompanied by neuropsychiatrist Dr Frans Hugo, spoke about his injury and recovery process to date. The formal proceedings were followed by an opportunity for our special guests, the media, to mingle with and interview BAW partner representatives.

Prof Mark Solms at the Media Tea.

The media launch and subsequent press releases resulted in 30 Internet articles and announcements, 8 radio interviews on local and national stations and 10 newspaper articles and announcements! We also enjoyed coverage in 3 newsletters and 2 television broadcasts – including primetime viewing during the 7pm news!!

Also worth noting is the resulting public interest: the MHIC call centre received an average of 120 calls during the BAW period, while our website received over 14500 hits in March.

POSTER AND LOGO COMPETITION
To create awareness and educate learners a national competition was run for the best poster or logo with a brain theme. The competition was promoted in school newspapers, regional papers, popular magazines, websites and distributed through regional divisions of the department of health.

Entries were received from across the country, representing urban and rural, primary and high schools. Although the competition was stiff and judging was made difficult by the many original and artistic drawings of the brain, Ramotse Primary School in Luka, North West Province, was the clear winning school with the most entries.

EDUCATIONAL TALKS
A definite highlight of this year’s campaign was the full and varied programme of talks and presentations. Professional and lay, school, student, worker and geriatric audiences were addressed on a variety on topics including Modern Trends in the Treatment of Depression, Stress Management, Fetal Alcohol Syndrome, The Effects of Alcohol and Drugs on the Brain, and Tips for Healthy Aging of the Brain.

Presenters included neuroscientists, psychiatrists, psychologists, occupational therapists, social workers, health sciences students and support group facilitators. Representing private, academic, research, government and consumer organisations, we were fortunate to have the participation of so many enthusiastic and talented people. Speakers included Prof Willie Daniels of SANS and the University of Stellenbosch; Ruth Jarvis and Thabelo Khoboko of SANS and the University of Cape Town; Dr’s Frans Hugo and Juan Schrönen of the Panorama Psychiatry and Memory Clinic; Karen Borochowitz of Alzheimer’s South Africa; and Cecilene Burger of Huis de Kuilen.

Presentation on Recognising Memory Illnesses in the Elderly held at the Open Day.

BIG SCREEN PROMOTION
The Canal Walk television team produced a promotional video for our BAW campaign. This was based on a storyboard designed by the MHIC, which showed areas of the brain involved with personality, thinking and the senses.

POSTER PROMOTION
The Brain Injury Group (BIG) participated for the first time on a national level in a BAW campaign. Thanks to Gert van Rensburg who coordinated BIG’s participation by distributing posters to member groups across the country. Local BIG groups also played a huge role in distributing BAW posters at public venues, including shopping centres, libraries and healthcare sites. Other BAW partners, including nursing students rotating at the MHIC, helped to distribute posters at popular sites.

Poster and information display at Brackenfell public library.

INTERNET ACTIVITES
The information technology expertise of the Health24.co.za IT department made it possible to run web-based self-screenings. Common mental health disorders including mood and anxiety disorders, substance abuse and memory problems, were screened for. Respondents were appropriately referred for professional evaluation and care after each screening.

Two live discussion groups were run on the Internet during BAW. A psychiatrist was online and available to answer queries from the public. Gomemory.co.za and Health24.co.za hosted an hour-long discussion each. Both discussion groups generated much interest and already have invites for follow-up sessions in 2005. Thank you to BIG who helped promote and participated in the discussion groups.

SUMMARY
The 2004 Brain Awareness Week campaign proved to be a full and exciting programme. Once again we have many people and organisations to thank for their collaboration and participation. It has been particularly rewarding to work with the UCT SANS and SHAWCO representatives. The public and media interest was a highlight of this year’s campaign, and we look forward to working with all (and those who have expressed a keen interest to be partners for the first time) next year again. Watch this space – next year’s BAW runs from 14 to 20 March 2005!

A huge THANK YOU to all those who funded and supported our 2004 BAW campaign:

CWTV, Canal Walk; the Dean’s Office, Health Sciences Faculty, University of Stellenbosch; Dept. of Health: Mental Health Programme; EDAB; Exclusive Books; Health24; Janssen-Cilag; Lundbeck; Novartis; and Panorama Medi-Clinic. Without your financial backing or contribution of free services and products we would not have been able to take part in this year's BAW!

Brain Awareness Week 2004 is a joint educational campaign by Alzheimer’s SA, Autism WC, Bathuthuzele Youth Stress Clinic, Brain and Behaviour Society, Brain Injury Group/ MIND, Cape Mental Health Society, Cape Support for Mental Health, Dept of Health: Mental Health Programme, European Dana Alliance for the Brain, Memory Clinics, Mental Health Information Centre of SA, MRC Unit on Anxiety & Stress Disorders, OCD Genetics Research Group, Post Natal Depression Support Association of SA, SA Depression & Anxiety Group, SA Federation for Mental Health, Southern African Neuroscience Society.