Saturday, February 26, 2005
Academy's 2005 PSA campaign will focus on injury prevention and safetyBy Carolyn Rogers
Attendees at the 2005 AAOS Annual Meeting who flew into Reagan National Airport had a sneak-peek of the Academy' new, eye-catching public service announcement (PSA) campaign. The ads-now on display throughout the facility-are part of the 2005 comprehensive multimedia PSA campaign.
By pairing striking images with clever copy, the PSAs help to bring attention to important issues such as injury prevention, patient safety and osteoporosis.
Three print ads
The Academy's previous campaigns have been well received by the public as well as the fellowship, and several have won awards. This year, the campaign includes three print ads, radio spots about road traffic safety and a television spot about the importance of appropriate daily physical activity to maintain your musculoskeletal heath.
Radio and TV too
The radio spots, in 15-, 30- and 60-second versions, introduce listeners to "Frank, the pedestrian you just missed." Frank addresses the need for drivers to pay attention, points out the dangers of walking or driving while listening or talking on cell phones, and encourages both pedestrians and drivers to look out for each other.
The television spots, also in 15-, 30- and 60-second versions, take a slightly different approach to the "Get Up, Get Out, Get Moving" campaign of previous years, which focused on how lazy Americans have become.
The new spots cover a just-discovered method of locomotion-walking. They show an absent-minded professor "discovering" the importance of the feet, making appearances at press conferences and on television talk shows to demonstrate how feet work, and reminding everyone that walking not only gets you from one place to another, it's also good for building strong bones.
The 2005 PSA campaign materials are being distributed nationally to 1,500 television/cable outlets, 3,500 radio outlets and 7,000 print outlets-such as magazines and weekly and daily newspapers. In addition, the public service messages will be featured on display ads in more than 200 airports nationwide.
AAOS members can view the new PSA materials in a display at the Resource Center. All print ads are available in poster and postcard sizes and can be ordered as part of the Community Orthopaedic Awareness Program for a minimum shipping and handling fee only.