Baycrest Health Sciences & Baycrest Foundation Publications
Issue link: http://baycrest.uberflip.com/i/770871
4 T H E B R A I N P R O J E C T 2 0 1 6 " " The Brain Project unfolded at a breakneck pace. A call for submissions in September 2015 received a tremendous response. Altogether, 100 artists were selected to create the brain sculptures. Singer Michael Bublé, social media sensation Kim Kardashian West and her daughter North West, actor Sarah Rafferty, Muse frontman Matthew Bellamy, the Toronto Raptors and Toronto Blue Jays all lent their star power. The Brain Project was featured on television and radio and in various online and print publications, and it filled conversations and images on social media as the sculptures were put on display at Nathan Phillips Square, the Distillery District, Union Station, High Park and 38 other high-profile locations from June through August, 2016. In October, all the sculptures were brought together for a special two-week showing at Yorkdale, with select works then auctioned off to raise funds for Baycrest. Afterward, some sculptures remained on display in a variety of Toronto venues courtesy of their sponsoring organizations. The Brain Project exemplifies the art-brain connection. Design begins in the mind's eye – and art is a universal language that can awaken memories, encourage dialogue and inspire the sharing of ideas. Research shows the many ways in which art-based therapies can positively impact issues related to aging and brain health. One of the brain sculptures was created by residents, patients, family members, staff and volunteers at the Donald and Elaine Rafelman Creative Arts Studio at Baycrest. Among the participating artists, there were feelings of purpose, achievement and pride. In some cases, The Brain Project artists were motivated to take part because a family member or close friend suffered from Alzheimer's disease, stroke or a traumatic brain injury. According to estimates, close to 750,000 people in Canada have some form of cognitive impairment and the number is projected to rise to 1.4 million in 2031. In addition to the heartbreak of having someone you love lose their cognitive function, the cost to society is enormous when around-the-clock care and the lost earnings of family caregivers are considered. The brain is one of the last frontiers of medical science – and the message threaded throughout all aspects of the project was that everyone has a stake in better brain health. While the sculptures were on display, it is estimated that 10 million people stopped, admired the artistry and creativity, read the plaques and considered what brain health means to them and their loved ones. Almost 10,000 people voted for their favourite sculptures, while others shared images on social media and texted donations to support the cause. All this was accomplished and more. Thanks to The Brain Project, more that 1 million dollars (pre- auction) was raised for Baycrest and more people are aware of the need for care and education, as well as support for family caregivers and research that aims to prevent brain disease and successfully treat all manner of neurological disorders. This public art installation raises awareness and inspires people to think about their own brain health throughout every stage of life while bringing beauty to our city through art and once again putting us on the map as an innovator. – Toronto Mayor John Tory