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Baycrest Health Sciences conducts Brain Project

Baycrest Health Sciences has begun an art-themed campaign called "The Brain Project." The promotion is intended to raise awareness of Baycrest's work in the field of brain health and aging. It consists of sculptures of human brains placed around the city of Toronto. Each brain has been customized, either by an artist or to match its location. The effort includes the distribution of maps outlining self-guided walking tours that will take viewers past each installation. Viewers can also vote online for their favourite sculpture.

Baycrest is conducting the initiative in association with Telus and the Yorkdale Shopping Centre. Consumers can make a donation to the health centre by texting the word "brain" to a campaign number. Telus will match these donations up to a limit of $50,000. At the end of the summer, all of the sculptures will be placed on exhibit at Yorkdale for two weeks, after which some of the sculptures will be auctioned to raise funds for Baycrest.

"We're thrilled to be partnering with Yorkdale for this incredible opportunity," said Garry Foster, president and CEO of the Baycrest Foundation. "Bringing all brain sculptures together in Yorkdale's highly anticipated new wing will be the perfect finale to the inaugural year of The Brain Project."

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