Heads-up campaign promotes injury prevention.

REACHING THOSE AT RISK The program targets those most at risk for brain and spinal cord injur)' (15to 24-year-olds) and those who influence this age group, namely parents and teachers. Heads Up! doubles as an image and awareness effort and an educational community service program for the 124-bed physical rehabilitation center, which treats spinal cord injury, traumatic brain injury, arthritis, stroke, and other debilitating injuries and illnesses. "Many of the injuries we see are preventable," says Isabellc White, sice president, marketing and public relations. "As part of our mission, we have a responsibility to help educate people with such basic safety messages as, 'Don' t drink and drive,' 'Wear helmets, ' and 'Check the water before diving.'" These messages are delivered through a variety of media, including print advertisements, posters, an educational brochure and video, T-shirts, and seminars. The promotional material uses arresting headlines and stop-action images. "We wanted to capture the moment of terror, the real horror that you might actually live this," says Vidal Blankenstein Clement, art director at Maris, West & Baker, Inc., in Jackson. "We're trying to communicate the realization that you might spend the rest of your life overcoming such injuries." Statewide Coverage The coverage of the program was introduced through print advertisements in the statewide newspaper, medical journals, magazines, and an educators' publication. The call to action in each ad asks for the reader's help. "Our objective is to invite the reader to call for more information and take Heads Up! to their schools and clubs," says Jeff Slaughter, director of media and publications. "The program is also a perfect opportunity to team with physicians, asking them to place posters in their offices and distribute brochures. This not only educates their patients, but reminds doctors that we offer rehabilitative services."