When children become ill or injured, one of the first things they reach for while they're on the mend is a favorite stuffed animal. Leaders at The Canadian Association for Wound Care (CAWC) decided to capitalize on patients' need for comfort toys, and together with their distributor partner, designed a custom teddy bear mascot named Boo Boo to raise awareness of the organization's mission and elements of the core brand: caregiving, comfort and security.

The main undertaking of CAWC, a nonprofit organization of health-care professionals, researchers, corporate supporters, patients and caregivers, is to advance wound care in Canada. "The teddy bears were created to aid in CAWC's efforts to improve the health of Canadians living with wounds or at high risk of preventable wounds," says a company spokesperson. The plush mascot featured a paw in a sling and a leg in a cast with a CAWC logo and a matching red ribbon.

The initial target audience was young children and the elderly, both prone to injury, and over 1,000 bears were given to patients and attendees at trade shows and conferences. Because of Boo Boo's popularity, he was eventually used to enhance professional education, support investments in wound management, inform and educate the public and empower patients to speak effectively about the importance of wound prevention and care. Plans are also in the works for distribution at the retail level, and they are currently for sale at CAWC gift shops.

According to a distributor spokesperson, it's important not to limit what one product can do to increase brand awareness for your company. "Boo Boo expanded from what he was made for originally, which was as a distribution item for wounded patients," she explains. "He became an ambassador for education and investment in CAWC."

Be sure to contact your distributor partner to help you find the right product to raise awareness, launch a new campaign or for any special event.