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Friday, February 15, 2002

AAOS Launches new PSA campaign

Musculoskeletal conditions and injuries are the number one reason why people visit the doctor and affect people of all ages and in all walks of life. These conditions cause lost work days, restrict the ability to perform simple daily activities, and determine our overall musculoskeletal health as we grow older. Statistics show that:

The AAOS will launch a new multimedia national public service announcement (PSA) campaign that will inform baby boomers, youths, and older people on how to effectively maintain musculoskeletal health throughout a lifetime. It focuses on the need to educate children and parents on the importance of getting an adequate amount of physical activity, the need for continuing research in preventing and treating orthopaedic injuries, preventing life-threatening falls, and effective ways to avoid medical errors. Campaign materials will be distributed to media outlets beginning in April but Annual Meeting attendees can preview the PSAs by visiting the Academy's Resource Center in Hall C at the Dallas Convention Center.

The comprehensive program includes four print ads, a television spot with 60-second, 30-second and 15-second versions, and a radio announcement in both 60-second and 30-second lengths.

Print Ads

The first of the set of four print PSAs features a child surfing the Internet. Only one in four American school children get an adequate amount of physical activity each day with the number of overweight children rising rapidly.

The second print ad depicts a female soccer player on the field. It carries a message that female athletes in specific sports are three to four times more likely to injure their knees than men and highlights the need for additional research. The AAOS and the Orthopaedic Research and Education Foundation (OREF) have partnered together to promote the need for preventing and treating injuries through continued advances in vital orthopaedic research.

The third print ad features an older woman doing chores in the kitchen. Each year, one out of every three older people falls, accounting for 40 percent of new nursing home admissions. Preventing falls in the first place can help maintain health and independence.

The fourth print ad depicts a surgeon signing her initials on the site requiring an operation. It illustrates one way to prevent medical errors. Patients need to know simple but effective ways to ensure that surgical errors are eliminated.

The print ads will be distributed to 6,000 print media outlets, including 2,000 magazines, 3,000 weekly newspapers and 1,000 daily newspapers. All four ads have also all been formatted for display in airports and will appear in 100 airports nationwide, beginning with Dallas/Ft. Worth International Airport during the AAOS Annual Meeting in February.

Broadcast Ads

The Academy's radio spot features facts on getting the most out of your doctor visit. The radio spot encourages patients to ask questions to understand their condition, medication and treatment.

An increasing number of children are not getting the recommended amount of exercise daily. Recent studies recommend various levels of physical activity - at least 35 to 60 minutes per day will increase children's bone strength. This year's television spot, Get Up, Get Out, Get Moving, depicts a child participating in several sedentary activities and creatively avoiding any physical activity. Although the spot is told with a humorous twist, the message is serious: an increasing number of children are not getting the recommended exercise daily.

"Parents need to be informed about the importance of adequate levels of physical activity for their children," said Stuart Hirsch, MD, chair of the Academy's Council on Communications. "While bones are growing, weight-bearing exercises such as running, jumping, dancing or hiking help make bones stronger. It is comparable to making a 'deposit' in a savings account, so it will be there late in life when needed." Dr. Hirsch added that regular physical activity also improves other areas of children's well-being, including mental, social and emotional development.

The broadcast PSAs will be distributed to 1,100 television stations, 500 cable stations and 5,000 radio stations.

More than 35 orthopaedic state societies have elected to include their society tagline on the TV spots for distribution in their respective communities and have the opportunity to actively participate in monitoring distribution in their local markets. The print ads have also been produced as four-color posters and postcards for member use in their own communities.

Samples of all the new PSA materials will be displayed in the AAOS Resource Center at the Annual Meeting in Dallas. Members will also be able to see and order these materials through the Academy's updated RESOURCES catalog.

Sidebar

New PSA Campaign Promotes Benefits of Physical Activity

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Last modified 06/February/2002