Lundbeck Foundation launches large-scale campaign to raise awareness of brain prize
The Brain Prize is the world’s largest brain research prize – and it’s Danish. The Lundbeck Foundation is behind the prize and has been for more than ten years. Now, the job of The Brain Prize is to promote pride among the Danish public.
Although The Brain Prize is quite well established in research communities within Denmark and abroad, studies show that very few Danes are aware of the prize and its history. An advertising campaign will now help change that.
”We want to share our pride in the fact that the world’s most prestigious prize for brain research is Danish. And this is not just an advertising stunt. It’s the Lundbeck Foundation’s lifeblood. With this prize, we celebrate researchers who have dedicated their careers to the brain. It is their passion and dedication that help give the rest of us a better understanding of the mysteries of the brain – ultimately leading to improved treatment of diseases that can’t be treated or cured today,”
Lene Skole, CEO -The Lundbeck Foundation
Brain disorders are a huge burden on society, not to mention on patients and their relatives. Brain disorders cost Denmark at least DKK 100 billion every year. This includes both direct and indirect costs. And according to an Aarhus University survey of the costs of brain disorders to Danish society, this is a conservative estimate.
It is therefore essential to raise awareness of brain research and make it a priority. The Brain Prize is a tool used by the Lundbeck Foundation to make people aware of how important the brain is, how important it is to look after it, and how important it is to increase our knowledge of it.
‘Danish brain research must enter the race to find solutions to the world’s great brain disorder challenges. These challenges grow as we grow older, but we’re also seeing increasing numbers of young people with psychiatric disorders. That’s why we, at the Lundbeck Foundation, have a goal to elevate Denmark to the ranks of the world’s leading brain research nations,’ says Lene Skole.
Every year, the Lundbeck Foundation awards grants worth more than DKK 500 million to biomedical science research at Danish universities. The great majority of these funds go to research into the brain and brain-related fields.
The winners of the 2021 Brain Prize will be revealed at 4.15 pm on Thursday, 4 March at an online event at: The Brain prize Meeting 2021
The advertising campaign will run from the week beginning 22 February 2021 to the end of the following week, on TV2News, in all major daily newspapers, on social media and in selected outdoor advertising spaces, for example on Lyngbyvejen in Copenhagen. MENSCH is the advertising agency behind the campaign.
