‘LOVE YOUR BRAIN’ (LYB) is a social action campaign born out of THE CRASH REEL. THE CRASH REEL and LOVE YOUR BRAIN emerge at a tipping point moment for our communities and country, and their messages have never been more crucial. 1.7 million people in the US endure a Traumatic Brain Injury (TBI) every year, with over half a million of those injuries happening while participating in sports. A reported 400,000 veterans have returned from Iraq and Afghanistan suffering from TBIs.

LOVE YOUR BRAIN is inspired by Kevin Pearce’s dedication to his sport, his rise to the very top of it, his horrific fall, and his inspiring journey of getting back up from the bottom.

The campaign was developed out of the overwhelming need to prevent these injuries from happening where possible, provide educational resources to those individuals and their families who don’t know how to respond to them, and support those trying to cope and flourish with them. Youth who participate in sports are more likely to stay in and graduate from high school, to form closer bonds with their peers and loved ones, and we want to encourage them to continue participating, and to do so as safely as possible.