For more information, contact:
Press only: Betsy Robinson, Smithsonian Institution, 202-789-9196
Elly Muller, The Kreisberg Group, 212-799-5515
Krystal Garay, BBH Inc., 210-599-0045
Rebecca Tillet, Pfizer Inc, 212-573-1332
FOR IMMEDIATE RELEASE
THE BRAIN MAKES WAVES
MIND-BOGGLING MUSEUM EXHIBIT
"BRAIN: THE WORLD INSIDE YOUR HEAD"
PREMIERES AT SMITHSONIAN
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It's a hands-on, up-close and personal look at the human body's most essential organ: the brain. Beginning this summer, the brain makes waves in a new national traveling exhibit, "BRAIN: The World Inside Your Head," premiering July 14, 2001 at the Arts and Industries Building at the Smithsonian Institution in Washington DC (900 Independence Avenue SW). "BRAIN" is made possible by a grant from Pfizer and was produced by BHH Inc. in collaboration with the National Institutes of Health.
The exhibition uses virtual reality, video games, optical illusions and hands-on displays to help demystify the workings of this extraordinary organ. Designed for both adults and children, "BRAIN" allows visitors to explore the brain's geography and function. The exhibit also makes brain-based diseases and disorders, including mental illnesses like depression and schizophrenia and neurological diseases like Alzheimer's and Parkinson's, easier to understand. With more than 44 million American adults suffering from diagnosable mental disorders each year and about two-thirds of these not getting help, public education about the brain is critically important.
"This comprehensive examination of the brain and its functions is groundbreaking in its kid-friendly, interactive presentation of important scientific information," said the Smithsonian's Under Secretary for Science, J. Dennis O'Connor. "Children and parents visiting 'BRAIN' will come away with an exciting educational experience and better awareness of how this organ works," he added. Visitors will enter the electrical workings of a recreated functioning human brain; "open" the brain to understand the functions of its areas; see how the brain changes throughout a human lifetime; and visit a 19th-century laboratory to find out how early researchers built our knowledge about the brain. The exhibit explains how the brain functions and how, like any other part of the body, it sometimes fails to function properly. With useful information on treatment for and research into neurological disease and mental illness, "BRAIN" hopes to break down barriers to getting help. In the exhibit's closing section, visitors will find a wide range of materials on brain-based diseases and disorders that they can take home with them to learn more about the issues facing their own families and friends. "Many people are still embarrassed and afraid to talk with their doctors about mental health concerns, and this means that many people who could be helped don't ask for help," said Pat Kelly, Senior Vice President, Worldwide Marketing, at Pfizer. "By educating families about the physical bases for these diseases, we hope to encourage communication between family members and with health care providers." "BRAIN: The World Inside Your Head" is produced by BBH Inc. in collaboration with the National Institutes of Health (NIH) and its representative agencies the National Institute of Mental Health, the National Institute on Drug Abuse, and the National Institute of Neurological Disorders and Stroke. The exhibit will visit 15 major science centers and natural history museums nationwide on a five-year tour through January 2007.
Pfizer Inc. is a research-based, global healthcare company. The company's mission is to discover and develop innovative products that improve quality of life for people around the world and help them enjoy longer, healthier and more productive lives. The company is a leader in the discovery and development of treatments for brain-based diseases and disorders. Educating and empowering the public with important healthcare information is an integral part of its mission. BBH Inc., based in San Antonio, Texas, is a world leader in providing high-quality, state-of-the-art, family educational experiences, and serves as a major development partner with over 200 leading museums and research institutions.
The Smithsonian's Arts and Industry Building is located at 900 Independence Avenue S.W. and is easily accessible by Metro (Blue line to Smithsonian Station). Arts and Industry features a program of changing, temporary exhibitions and is open to the public free of charge. Hours are 10:00 a.m. to 5:30 p.m. For further information about the exhibition at the Smithsonian, call (202) 357-2700 or check out the Smithsonian Web site at www.si.edu.
All releases & terrific photos available electronically at www.bbhinc.net
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