• by Fern Siegel , August 31, 2023

The Military Traumatic Brain Injury Initiative (MTBI²) has a singular mission: It studies TBIs to create personalize treatments, enabling members of the U.S. Armed Services to lead healthier, more fulfilled lives. To raise support for MTBI², D.C.-based marketing agency RP3 launched a new rebranding campaign that highlights the organization’s work and overall positioning.

The new video is narrated by ABC’s “World News Tonight” correspondent Bob Woodruff, who suffered a TBI in 2006 when his armored vehicle was hit by a roadside bomb while covering the war in Iraq. He later founded the Bob Woodruff Foundation to help service members who deal with the impact of hidden injuries, such as TBI, post-traumatic stress disorder and depression.

The campaign runs on MTBI²’s social-media channels and site, as well as its meetings and conferences.

Defense and Veterans Brain Injury Center reported nearly 414,000 TBIs among U.S. service members worldwide between 2000 and late 2019. More than 185,000 veterans who use the VA for their health care have been diagnosed with at least one TBI. The majority of cases were classified as mild, but conditions stemming from TBI can range from headaches to memory problems and slower thinking.

"We understood the tremendous impact this story could have on the research community, the military and, most importantly, survivors’ lives," RP3 founder-CEO Beth Johnson said. "We were very proud and fortunate to be able to work with the talented and dedicated MTBI² team and, especially Bob Woodruff, to bring this incredibly important project to life."

Founded in 2009, RP3 works with a variety of clients, including, ABC Fine Wine & Spirits, the American Association of Colleges of Pharmacy (AACP), City Center DC and Eagle Bank.