Don't Mess with Your 'Melon': Abbott and the Brain Injury Association of America Urge 'If You Hit Your Head, Get it Checked' in New Public Service Announcement

  • The Concussion Awareness Now campaign raises awareness both about the common, everyday ways concussions most often happen and the importance of getting concussions evaluated
  • Concussion Awareness Now is a coalition of nearly 20 advocacy groups, founded by Abbott and the Brain Injury Association of America, with Rebel Wilson as the group's inaugural spokesperson
  • The campaign addresses the fact that more than half of people who suspect they have a concussion never get it checked and features a family of characters called the Melons

Concussion Awareness Now, a coalition of nearly 20 advocacy groups founded by Abbott (NYSE: ABT) and the Brain Injury Association of America, unveiled today a new public service campaign to draw attention to concussions and the importance of seeking care.

Experience the interactive Multimedia News Release here: https://www.multivu.com/players/English/9143051-abbott-dont-mess-with-your-melon-the-concussion-awareness-now-campaign/

The majority of concussions happen during everyday activities – and more than half of people who suspect they have a concussion never get it checked, according to a recent coalition survey.

The new public service announcement campaign raises awareness both about the common ways concussions happen and the importance of getting them evaluated. Playing off the fact that people sometimes refer to their brain as their "melon," the campaign features a family of animated characters called the Melons, designed to connect with a wide audience by showcasing real-life situations where head injuries occur. Further, the spots encourage people to get their heads checked for a possible concussion, even if they are hesitant or feel pressure not to. The characters span three generations: grandparents, parents and children.

"Too often people think it's OK to walk off a possible concussion," said Dr. Beth McQuiston , neurologist and medical director in Abbott's diagnostics business. "But like a bruised melon, which can suffer unseen damage beneath the surface, a concussion is a serious injury that isn't always obvious to the naked eye. By driving awareness, we hope more people will seek care for possible concussions when they hit their head, because you can't treat what you don't know."

Each public service announcement features a Melon character hitting his or her head in a different way: slipping on a toy, texting and walking, tripping over the family pet during a virtual reality game, and playing pickleball. Each spot ends with the tagline, "Don't mess with your melon – if you hit it, get it checked." The campaign is launching across digital and social channels.

A survey of 3,000 people conducted by the coalition in November of 2022 highlighted many of the misconceptions about concussions. For example, even though only 3% of concussions that present to the emergency room are the result of sports injuries, 84% of respondents believed athletes are the most at risk for concussion. The leading cause of concussions is slips and falls .

"Most concussions happen to people participating in regular, everyday activities," said Rick Willis , president and chief executive officer of the Brain Injury Association of America. "In the brain injury community, we take concussions – and their after-effects – very seriously. But not everyone has the same understanding of what situations are most likely to cause concussions or what to do when they experience a hit or bump to the head or a full-body jolt. The Melons offer a unique way to spread awareness about concussions: if you think you or a loved one has sustained a concussion, it's imperative to get it checked."

Abbott and the Brain Injury Association of America launched the Concussion Awareness Now coalition in December. The coalition of advocacy groups has teamed up with acclaimed actress, comedian, writer and producer Rebel Wilson to raise awareness about the seriousness of concussions. Wilson has shared her personal concussion story as part of the coalition's campaign and will appear with the Melons in online content. Wilson suffered a concussion when she slipped on wet grass while walking to the set of a movie.

Concussion Awareness Now is made up of advocacy groups that represent people who have sustained brain injuries – from veterans, older adults and victims of domestic violence – their caregivers, as well as healthcare professionals such as emergency care physicians, physicians assistants, urgent care workers and athletic trainers. The coalition website, CheckYourMelon.com, features information about concussion, tips for seeking treatment, frequently asked questions, a patient question guide and other resources.

About the Brain Injury Association of America
The Brain Injury Association of America is the country's oldest and largest nationwide brain injury advocacy organization. Our mission is to advance awareness, research, treatment, and education and to improve the quality of life for all people affected by brain injury. We are dedicated to increasing access to quality health care and raising awareness and understanding of brain injury.

Learn more at www.biausa.org , on Facebook at www.facebook.com/BrainInjuryAssociationofAmerica , on Instagram at @bia_usa, and on LinkedIn at www.linkedin.com/company/brain-injury-association-of-america .

About Abbott
Abbott is a global healthcare leader that helps people live more fully at all stages of life. Our portfolio of life-changing technologies spans the spectrum of healthcare, with leading businesses and products in diagnostics, medical devices, nutritionals and branded generic medicines. Our 115,000 colleagues serve people in more than 160 countries.

Connect with us at www.abbott.com , on LinkedIn at www.linkedin.com/company/abbott-/ , on Facebook at www.facebook.com/Abbott and on Twitter @AbbottNews.

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Brain Injury Association of America Logo

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The latest programs include the launch of a new initiative with the Norton Healthcare Foundation to build and implement new models of sustainable clinical research alongside the Institute for Health Equity, a Part of Norton Healthcare in Louisville, Ky. ; a new training program for clinical research coordinators in partnership with Barnett International; and a newly-created Diversity in Research Office at Abbott focused on ensuring diverse representation in clinical trials.

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Enanta Pharmaceuticals, Inc., (NASDAQ:ENTA), a research and development-focused biotechnology company dedicated to creating small molecule drugs for viral infections and liver diseases, today announced 98 percent (n=102/104) of chronic hepatitis C virus (HCV) infected patients with severe chronic kidney disease (CKD) achieved sustained virologic response following 12 weeks of treatment (SVR12) with AbbVie’s investigational, pan-genotypic regimen of glecaprevir (ABT-493)/pibrentasvir (ABT-530) (G/P) in the primary intent-to-treat (ITT) analysis. In a modified intent-to-treat (mITT) analysis, SVR12 was achieved in 100 percent (n=102/102) of severe CKD patients. The mITT analysis excludes patients who did not achieve SVR for reasons other than virologic failure. These new data from the Phase 3 EXPEDITION-4 study, evaluating patients with chronic HCV infection across all major genotypes (GT1-6) and severe CKD, will be presented as a late-breaker today at The Liver Meeting®, the Annual Meeting of the American Association for the Study of Liver Diseases (AASLD) in Boston.
The EXPEDITION-4 results are the latest to be released from
registrational studies in AbbVie’s G/P clinical development program,
designed to investigate a faster path to virologic cure* for all major
HCV genotypes (GT1-6) and with the goal of addressing areas of continued
unmet need.
Glecaprevir (GLE), an NS3/4A protease inhibitor, is Enanta’s second
protease inhibitor being developed through its collaboration with
AbbVie. G/P is a once-daily regimen that combines two distinct antiviral
agents. G/P is a fixed-dose combination of glecaprevir (300mg) and
pibrentasvir (120mg), an NS5A inhibitor, dosed once-daily as three oral
tablets.
HCV is common among people with severe CKD, reaching prevalence of up to
80 percent in some regions of the world.1 In the U.S., it is
estimated that over 500,000 people have both chronic HCV and CKD2.
Some chronic HCV infected patients with severe CKD, particularly those
with GT2 and GT3 HCV infection, currently don’t have access to
direct-acting antivirals (DAAs). The development of new, safe and
effective regimens to treat HCV in these patients remains a critical
unmet medical need.3
The EXPEDITION-4 study enrolled 104 patients with severe chronic kidney
disease, including 85 patients (82 percent) who were receiving dialysis
at enrollment and 20 patients (19 percent) who had compensated
cirrhosis. The study also included those who were not cured with
previous treatment with sofosbuvir (SOF) plus ribavirin (RBV) or with
interferon (IFN) plus RBV, with or without SOF (44 patients, 42 percent).
The majority of treatment related adverse events (AEs) were mild or
moderate. The most commonly reported AEs included pruritus, fatigue and
nausea. Of the 24 percent of patients who experienced serious AEs, none
were considered related to G/P. Four AEs (4 percent) led to the
discontinuation of G/P and one patient died after achieving SVR4
due to a serious AE (intracerebral hemorrhage) considered not-related to
G/P.
*Patients who achieve a sustained virologic response at 12 weeks post
treatment (SVR
12) are considered cured of
hepatitis C

About the EXPEDITION-4 Study
EXPEDITION-4 is a single-arm,
open-label, Phase 3 study evaluating the safety and efficacy of 12 weeks
of G/P in patients with GT1-6 chronic HCV infection and chronic kidney
disease, including those on dialysis. The primary endpoint is SVR12.
Patients in the study had severe or end stage kidney disease (stage 4
and 5 CKD), with an eGFR < 30 mL/min/1.73 m2 required at screening.
Prior treatment in the study is defined as treatment with interferon
(IFN)/pegIFN ± RBV, or sofosbuvir (SOF) + RBV ± pegIFN therapy.
Additional information on the clinical trials for G/P is available at www.clinicaltrials.gov/.
About Enanta
Enanta Pharmaceuticals is a research and
development-focused biotechnology company that uses its robust
chemistry-driven approach and drug discovery capabilities to create
small molecule drugs for viral infections and liver diseases. Enanta’s
research and development efforts are currently focused on four disease
targets: Hepatitis C Virus (HCV), Hepatitis B Virus (HBV), Non-alcoholic
Steatohepatitis (NASH) and Respiratory Syncytial Virus (RSV).
Enanta has discovered novel protease inhibitors that are members of the
direct-acting-antiviral (DAA) inhibitor classes designed for use against
the hepatitis C virus (HCV). These protease inhibitors, developed
through Enanta’s collaboration with AbbVie, include paritaprevir, which
is contained in AbbVie’s marketed DAA regimens for HCV, and glecaprevir
(ABT-493), Enanta’s second protease inhibitor product, which AbbVie has
developed in Phase 3 studies in a fixed-dose combination (G/P) with
pibrentasvir (ABT-530), AbbVie’s second NS5A inhibitor, and is preparing
for regulatory approval filings in the U.S., Europe and Japan.
Enanta has also discovered EDP-305, an FXR agonist product candidate for
NASH, currently in Phase 1 clinical development, as well as a
cyclophilin inhibitor, EDP-494, a novel host-targeting mechanism for
HCV, which is also in Phase 1 clinical development. In addition, Enanta
has early lead candidates for HBV and RSV in preclinical development.
Please visit www.enanta.com
for more information on Enanta’s programs and pipeline.
Forward Looking Statements Disclaimer
This press release contains forward-looking statements, including
statements with respect to the prospects for AbbVie’s investigational
HCV treatment regimen containing glecaprevir (ABT-493). Statements that
are not historical facts are based on management’s current expectations,
estimates, forecasts and projections about Enanta’s business and the
industry in which it operates and management’s beliefs and assumptions.
The statements contained in this release are not guarantees of future
performance and involve certain risks, uncertainties and assumptions,
which are difficult to predict. Therefore, actual outcomes and results
may differ materially from what is expressed in such forward-looking
statements. Important factors and risks that may affect actual results
include: the efforts of AbbVie (our collaborator developing glecaprevir)
to develop its glecaprevir/pibrentasvir(G/P) combination and
successfully obtain regulatory approval and commercialize it; the
regulatory and marketing efforts of others with respect to competitive
treatment regimens for HCV; regulatory and reimbursement actions
affecting G/P, any competitive regimen, or both; the need to obtain and
maintain patent protection for glecaprevir and avoid potential
infringement of the intellectual property rights of others; and other
risk factors described or referred to in “Risk Factors” in Enanta’s most
recent Form 10-K for the fiscal year ended September 30, 2015 and other
periodic reports filed more recently with the Securities and Exchange
Commission. Enanta cautions investors not to place undue reliance on the
forward-looking statements contained in this release. These statements
speak only as of the date of this release, and Enanta undertakes no
obligation to update or revise these statements, except as may be
required by law.
________________________________________________
1 Fabrizi F, Poordad FF, Martin P. Hepatitis C infection in
the patient with end stage renal disease. Hepatology. 2002;36(1):3-10.
2 IMS Health, July 2016. Parsippany, NJ; Medivo, July 2016.
New York, NY (Estimate based on IMS Health Dx Medical Claims
12/2013-4/2016; IMS Health Life Link Patient Level Data 12/2013-4/2016;
Medivo Lab Data 12/2013-4/2016).
3 American Association for the Study of Liver Diseases.
Recommendations for Testing, Managing, and Treating Hepatitis C,
February 24, 2016, https://www.hcvguidelines.org/full-report/monitoring-patients-who-are-starting-hepatitis-c-treatment-are-treatment-or-have.
Accessed March 15, 2016.

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