August 18, 2023
The HJF supported program previously known as the Center for Neuroscience and Regenerative Medicine (CNRM) recently launched a rebranding campaign under the moniker, Military Traumatic Brain Injury Initiative or MTBI². This evolution of the program and their brand was designed to raise awareness and support for the organization’s work in traumatic brain injury research on behalf of members of the U.S Armed Services.
MTBI² is a U.S. Department of Defense research organization within the Uniformed Services University that studies traumatic brain injuries suffered by U.S. service members. Through research and collaboration, MTBI² develops precise scientific solutions that help service members who have sustained TBIs lead full and healthy lives.
Creative agency, RP3 created the branding campaign which includes a video narrated by ABC’s “World News Tonight” correspondent Bob Woodruff, who suffered a TBI in 2006 when his armored vehicle was hit by a roadside bomb while covering the war in Iraq. He was transported to the Walter Reed National Military Medical Center, where he spent 36 days in a medically induced coma. He later founded the Bob Woodruff Foundation to help service members who deal with the impact of hidden injuries such as TBI, post-traumatic stress disorder (PTSD), and depression.
The video, narrated by Woodruff, will be distributed on MTBI²’s social media channels, website, and at the organization’s conferences and meetings. Additional assets created by RP3 include a brochure, illustrative graphic designs, style guide, photography, and social media assets. The agency also assisted in the rebranding the organization’s vision, mission, values, and overall positioning.
The campaign’s chief goal is to raise awareness among the public, other research organizations, and similar initiatives of the danger TBIs pose because they are difficult to identify, assess, diagnose, and treat, said RP3 Founder & CEO Beth Johnson. She added that through science, MTBI² is demystifying TBIs, making the invisible enemy known, and finding solutions that will help the men and women who serve our country recover faster and fuller.
“We understood the tremendous impact this story could have on the research community, the military, and, most importantly, survivors’ lives,” Johnson said. “We were very proud and fortunate to be able to work with the talented and dedicated MTBI² team and, especially Bob Woodruff, to bring this incredibly important project to life.”
Carly Larkin, employee of the Henry M. Jackson Foundation for the Advancement of Military Medicine, Inc., and communications manager for MTBI2 added: “MTBI²’s mission is deeply personal for me. It is my passion and life’s calling. This video truly captures the heart and soul of MTBI² in an authentic, creative, and thoughtful manner. It will serve MTBI² well into the future and amplify the significance of traumatic brain injury research. I am so proud of our work on this project with RP3.”
The Military Traumatic Brain Injury Initiative (MTBI2) is a joint federal research organization on a mission to minimize the destructive effects traumatic brain injuries (TBIs) have on U.S. service members. We study TBIs of all severities and all causes. We study TBIs not for the sake of science, but for the sake of those who serve our Nation. We envision a world where service members affected by TBIs receive personalized treatments that enable them to lead healthier, more fulfilled lives. Through research and collaboration, we develop precise scientific solutions that drive better outcomes for patients with TBIs. Our mission is ambitious, yet attainable, with help from our investigators and staff; our partners; and study volunteers who’re also impassioned by a better and brighter future for service members with TBIs.
The Henry M. Jackson Foundation for the Advancement of Military Medicine, Inc. (HJF), now celebrating its 40 th anniversary, is a global nonprofit organization with the mission to advance military medicine. HJF’s scientific, administrative and program operations services empower investigators, clinicians, and medical researchers around the world to make discoveries in all areas of medicine. HJF serves as a trusted and responsive link between the military medical community, federal and private partners, and the millions of warfighters, veterans, and civilians who benefit from military medicine. For more information, visit www.hjf.org.
RP3, a Capitol Communicator sponsor, is a proudly independent, full-service creative agency in the D.C. metro area focused on building new ideas, technologies, and experiences that forge meaningful connections between people and brands and create opportunities that propel businesses forward. Founded in 2009, RP3 is a certified woman-owned small business working with a variety of forward-thinking clients including ABC Fine Wine & Spirits, the American Association of Colleges of Pharmacy (AACP), City Center DC, Eagle Bank, Guiding Stars, the Hay Adams, Hilton, Kaplan, Koalafi, Long & Foster, the National Community Pharmacists Association (NCPA), the University of Maryland, the U.S. Air Force Band and the U.S. Navy, and have deep collective experience in Healthcare, Retail/Grocery, Transportation, Travel and Destination, and Education.