AAOS LAUNCHES MULTI-MEDIA CAMPAIGN TO ENCOURAGE ACTIVE LIFESTYLE
A Forgotten Medical Discovery Can Solve America's Obesity Problem!Feet are an amazing invention – and Americans need to get back to this tried and true method of getting around at and work and at play. This premise forms the central message of the latest national PSA campaign launched by the American Association of Orthopaedic Surgeons. (AAOS)
With obesity at epidemic proportions and musculoskeletal health at risk, every person should get at least 30-60 minutes of appropriate weight-bearing physical activity daily, according to the Academy. Research shows that the health benefits are significant, and the amount of exercise a person gets, beginning in childhood, affects your bones, muscles, joints, mental outlook, learning ability, behavior, weight, and may even affect the length of your life.
The goals of AAOS’s sixth multimedia national PSA campaign are:
To get people off the couch and moving around, while participating safely in a variety of lifestyle activities
Prevention of sports injuries in children by building bone mass early in life to prevent osteoporosis
Pedestrian traffic safety and patient tips to prevent medical errors.
“According to recent statistics, a startling 300 million people worldwide are obese, and a whopping 750 million are overweight.”
The 2005 campaign includes three print ads, a television spot with :60, :30 and :15 second versions, and two radio announcements in both :60 and :30 second lengths.
The theme of this year’s television spot, “Feet,” discusses a forgotten medical discovery. The things on the ends of our legs can get us from one place to another while remaining erect, instead of sitting in our cars or using other means of transportation. Although the spot is humorous, the message is serious: the appropriate amount of physical activity daily is essential for musculoskeletal health and for preventing obesity. According to recent statistics, a startling 300 million people worldwide are obese, and a whopping 750 million are overweight.
“Bones need weight-bearing activity to grow strong and stay strong at any age,” said Stuart Hirsch, MD, chair of the Academy’s Council on Communications. ”So go outside, take a walk, play with the dog. Whatever it is you want to do – get at least 30-60 minutes of physical activity daily to maximize musculoskeletal health and control body weight.”The Academy has established partnerships with the National Osteoporosis Foundation, the Arthritis Foundation, National Athletic Trainers Association, National Association for Sport and Physical Education, American Orthopaedic Society for Sports Medicine, Orthopaedic Research and Education Foundation, Ruth Jackson Orthopaedic Society and the American Orthopaedic Foot and Ankle Society.
The Academy’s PSA campaigns have won 40 awards since 2000, 2002 and 2004 campaigns won a FREDDIE at the International Health and Medical Media Awards which 'honor the best health and medical productions from around the world which are making a positive impact upon the human condition.' August Lang & Husak of Bethesda, Md has produced the creative work.
The public can access tips on how to stay active, as well as other useful information about orthopaedic conditions at www.orthoinfo.org. For more information on the campaign, contact Teena Austin, (847) 384-4031, or austin@aaos.org.
