By Steve Allan

Who is Max? Max is the BRAKE gorilla . . . our mascot.  

Max makes his first appearance in the very first module when discussing the developing brain. We found very early on that participants related to Max very well and started asking for Max stickers and key rings and other paraphernalia and talked about ‘not seeing the gorilla’ as it relates to road safety.

So instead of saying ‘drive safely’, we say ‘watch out for the gorilla’.  We may ask, in certain instances during the course when analysing crashes, ‘Did the gorilla get him?’