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The Brain Tumour Charity invites shoppers at Westfield, Shepherd's Bush to try out mind-powered game 'MindPong'

The Brain Tumour Charity has partnered with M&C Saatchi to create a mind-powered game raising awareness and support of the charity’s work.

Using Ocean Outdoor’s full-motion, digital, out-of-home screen on Eat Street – which the charity won the use of at Ocean Outdoor’s annual ‘Art of Outdoor’ competition - the Brain Tumour Charity will take over Westfield, Shepherd’s Bush on Monday 16 June to give shoppers the chance to try out the interactive gaming experience for themselves, whilst also learning more about the charity and the disease.

A two player game similar to Ping Pong and based on the iconic arcade game Pong, ‘Mind Pong’ uses electroencephalography (EEG) technology to read brain waves meaning there is no need for handheld controls.

A simple Velcro-attached headband monitors electrical activity in players’ brains connected to the digital screen, players can move the paddle up or down by concentrating (up) or relaxing (down).

Louise Taylor, director of fundraising and communications at the Brain Tumour Charity, commented: “We were honoured to win this prize from Ocean Outdoor thanks to M&C Saatchi’s work in creating Mind Pong. The day will enable us to raise awareness of brain tumours, the vital research we fund and the support we provide for anyone affected. In addition we will be able to share our ‘HeadSmart’ campaign with families so they are aware of the signs and symptoms of brain tumours in children and young people.”

Maurice Saatchi, founding director at M&C Saatchi, added: “I hope this interactive game hooks the player and helps people appreciate the brilliant work of the Brain Tumour Charity.”

Players will be asked for a £1 donation in exchange for playing the game with volunteers on site to offer more information about the charity and advice on looking out for the symptoms of brain tumours. The activity will be supported on social media throughout Monday using the hashtag #MindPong.