Toronto-based Baycrest, a provider of outpatient, inpatient and residential services to seniors, has formed a co-branding and content agreement with ZoomerMedia intended to educate consumers about the science of aging and brain health. As part of the agreement, Baycrest introduced an online self-assessment tool at the 2011 Zoomer Show that can indicate whether users are experiencing normal age-related cognitive problems or whether there is possibly a more severe impairment. Baycrest and ZoomerMedia are also conducting an initiative called "Inside the Lab" on ZoomerMedia website 50Plus.com. This effort consists of a collection of articles on brain health, research and advice. "Both Baycrest and ZoomerMedia are committed to improving the health, well-being and autonomy of individuals as they age," said Moses Znaimer, CEO of ZoomerMedia. "Our partnership is a union of two complementary organizations, one a world-renowned expert in transforming the journey of aging, and the other a leader in communicating up-to-the-minute information on that subject to the people who are keenest to know it."