Increasing Brand Awareness - a case study with a custom toy teddy bear for Wounds Canada



To increase brand awareness through the creation of a custom, original mascot that is symbolic of the company’s mission and purpose.


Core elements of the brand were considered to create the mascot: care-giving, comfort and security. The target audience was young children and the elderly, both more prone to injury and find comfort in the wounded teddy bear. Brand awareness was achieved through distribution to patients; at tradeshows; and conferences.


Affectionately known as “Boo-Boo” and “Woundie-the-Pooh”, he starred in a PSA for Wound Management and Prevention Month and plans are in progress for retail distribution.