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Today's News

Saturday, February 26, 2005

Academy's 2005 PSA campaign will focus on injury prevention and safety

By 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.

  "Diamonds aren't a girl's best friend," reads one print ad aimed at the parents of young girls. Instead of a diamond, the ad reveals a bone nestled in a luxurious, velvet-lined jewelry box, along with the explanation: "Looking good on the outside begins by being strong on the inside."

The Academy partnered with the Ruth Jackson Orthopaedic Society on the ad, which goes on to explain that strong bones help prevent fractures as well as height loss.

Three print ads
The AAOS officially launched the 2005 PSA campaign during Wednesday's opening ceremonies. PSAs provide a way to propose health or patient safety suggestions, as well as convey the message that orthopaedists care about their patients' health and safety.

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.

  The Academy teamed up with the National Association of Athletic Trainers for a print ad that focuses on the prevention and care of children's sports injuries.

The ad shows a group of happy young children cheering over a baseball victory, and asks the question, "What will they have longer-their trophies or their injuries?"

The ad seeks to prevent chronic injuries by encouraging immediate medical attention not only for broken bones, but also for injuries such as sore shoulders and swollen knees.

  The third print ad offers a new take on the AAOS "Sign Your Site" campaign aimed at preventing wrong-site surgery. The new ad shows a woman drapped for surgery with the words "Prescriptions require a signature… Shouldn't surgery?" scrawled across her bare back.

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.

Distribution

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.

 
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