Bubble Digital developed a high profile campaign for Headway entitled ‘Concussion Aware’. Its focus was to raise the conversation level surrounding concussion with the message to players, parents and coaches, ‘if in doubt sit it out’. Specially designed packaging with high performance bootlaces were sold exclusively in LifeStyle Sports to act as vehicle between Headway and the consumer. In-Store POS and videos were created as well as significant online content which was supplied to the various player unions. The programme was sponsored by Laya Healthcare.