By Sonya Davidson
When you're visiting Toronto this summer you'll probably notice brain sculptures in and around the city. Beginning on June 3, 2016, The Brain Project will take over our most loved spaces in the city featuring 100 original works by internationally acclaimed artists, designers and celebrities. The customized brain sculptures will dot our cityscape all to raise awareness for brain health and research at Baycrest Health Sciences.
Artists participating include Gary Taxali, who unveiled the first completed brain sculpture at the media event today, as well as Mr. Brainwash, Karim Rashid, Alec Monopoly, David Drebin, Dani Cooperman, Andre Monet and many more. Also announced are celebrities participants including Kim Kardashian West and daughter North West and Muse frontman Matthew Bellamy.
"We can no longer think of dementia as a disease of our grandparents because quite frankly, what we've learned, is that we can maintain and sustain good brain power beginning in childhood, through adolescents, into midlife, and of course in to our older age. The time to start thinking about brain health is like heart health - it starts young," said Dr. Reichman, President and CEO, Baycrest. "We know that we can keep our brains healthy now by things that are under our control including the lifestyle choices we makeand engaging in mentally stimulating activities, staying social engaged, or being as creative as we can no matter how old we are."
Toronto Mayor John Tory spoke at the morning launch event at Toronto's City Hall. "We are at our best when our city joins forces and bring communities together. We have such compassion, creativity and talent and we care about each other," said the Mayor. "This project is a great example of how we can engage all of people of Toronto under the leadership of top tier researchers, scientists, health services, the corporate community, philanthropists and artists. Art can be so important in drawing people together. It's a universal language that can help us understand and to bring awareness to causes including this one."
The Brain Project's presenting sponsor Telus who's corporate philosophy is to "give where we live" extends into this initiative. "Over the last 16 years we've contributed more than $440 million to charitable and not for profit organizations. We've volunteered more than 6.8 million hours of services in our local communities," says David Wattling, Vice-President of Telus Health. "Supporting the Brain Project was a natural fit for Telus as we have the same vision of harnessing the power of technology and information to improve health care initiatives to our future success. But it's not just about corporate commitment, it's personal. But art is a universal language, it can awaken memories and it can enourage dialogue and inspire the sharing of ideas. It has the power to connect, inspire and to transform. By working together on this creative and thought-provoking project puts brain health top of mind for thousands of Canadians."
The Brain Project is led by Erica and Noah Godfrey and Ben and Jessica Mulroney. The public art installation idea was inspiration from a recent trip to New York taken by the Godfreys. Erica thought the brain sculptures would bring colour to the city while bringing awareness to the importance of brain health to all generations.
"The Brain Project is going to be an incredible installation: so many different forms of expression on display in teh streets of Toronto. The connection between art and brain health is a fascinating topic and I am honoured to be a part of this message." Mr. Brainwash, Artist.
The public will be invited to vote on their favourite sculpture. At the conclusion of the free city-wide pubic art installation, each brain sculptured wil be auctioned. The funds raised from the auction will support ongoing brain health research at Baycrest Health Sciences.
To learn more about The Brain Project Toronto and list of participating artists visit. www.brainproject.ca