Firefly has been the proud local sponsor of the Toronto Brain Bee since 2011. The Brain Bee is a competition for high school students, grades 9 through 12. It is fashioned after a traditional Spelling Bee, except that students answer questions about the brain and neuroscience research. The experience connects students with the university in their area, giving them an opportunity to meet university students and professors who are doing brain research. It is an avenue of communication to raise awareness of brain research in the community and attract bright young minds to the study of neuroscience.