Baycrest, a Toronto-based hospital and world-leader in age-related brain research, wanted to draw attention to the oft-neglected study of female-specific brain health issues. Why? While women are twice as likely to develop Alzheimers, dementia and other brain diseases as men, there is no research done to figure out why. In fact, the most common brain research projects are conducted on rats, and in almost all cases, female rats are excluded from the studies due to hormonal complications. So brain disease is mainly a female issue, yet no research even takes female brains into account, let alone aims to understand why. What resulted was a breakaway organization, The Women’s Brainhealth Initiative, to draw attention to this anomaly and to raise funding to address the research gap, and created the Forget Me Knot – the spearhead of a public awareness campaign.