New campaign invites Canadians to recognize the value of brain research and take action through Buy a Neuron

MONTRÉAL, Sept. 10, 2026 /CNW/ -- Brain Canada is launching BRAINS NEED HEARTS, a new national awareness campaign designed to spark conversation about the importance of brain research and the vital role Canadians play in supporting discoveries that improve lives. Watch the video

"The brain remains our most important organ, and the least understood," said France Chrétien Desmarais, Chair of Brain Canada. "The science is there. The researchers are there. What's missing is heart: the engagement of as many people as possible to accelerate discoveries."

At a time when brain disorders, diseases and mental health conditions touch individuals and families across the country, BRAINS NEED HEARTS reminds Canadians that advancing our understanding of the brain requires more than scientific excellence. It requires public awareness, community support and collective action.

"Brain research is transforming lives every day, but continued progress depends on people who believe in its potential," said Dr. Viviane Poupon, President and CEO of Brain Canada. "BRAINS NEED HEARTS is a call to Canadians to recognize the importance of brain research and to understand that every breakthrough begins with the support of a community that cares."

As part of the campaign, Canadians are invited to participate in Buy a Neuron, Brain Canada's signature public engagement initiative. Celebrating the wonder and complexity of the human brain, the initiative highlights the approximately 86 billion neurons that make our thoughts, emotions, memories and experiences possible. Through a symbolic donation, supporters can "purchase" a neuron and help advance the innovative research that is unlocking the mysteries of the brain and transforming lives.

Learn more about Buy a Neuron 

Whether through raising awareness, supporting research, or simply starting a conversation, the campaign underscores a simple but powerful message: brain research moves forward when people come together behind it.

Together, we're at the heart of all things brain.

About Brain Canada

Brain Canada Foundation is a national charitable organization that enables and supports excellent, innovative and paradigm-changing brain research in Canada. As a national convenor of the brain research community, Brain Canada brings together researchers, donors, governments, institutions and partners to advance discoveries that improve our understanding of the brain and contribute to better health outcomes and quality of life for all Canadians.

SOURCE Brain Canada