American Academy Of Orthopaedic Surgeons
Promotes A Lifetime Of Bone Health

By Bill Goodwill

Whether it’s relentless hip or knee pain or debilitating fractures stemming from weakening bones, musculoskeletal conditions decrease the mobility of many Americans, robbing them of their independence. The goal of the seventh annual American Academy of Orthopaedic Surgeons’ (AAOS) multimedia national public service advertising (PSA) campaign is to educate the public about the importance of “getting better together” and working with the appropriate orthopaedic health care team to minimize traumatic bone, joint and muscle-related injuries and conditions.

This year’s campaign focuses on minimizing sports injuries in baby boomers and children, reducing playground injuries, encouraging physician patient communication, options for relieving hip and knee pain, and the importance of exercise to prevent osteoporosis. It includes the following ads: five print, two television with 60-, 30- and 15-second versions, two 60- and 30-second radio, and one radio in 60-, 30- and 15-second lengths. The print ads will be offered in both English and Spanish.

“Orthopaedic surgeons are dedicated to addressing the bone, joint and muscle-related health challenges facing Americans today,” said Stuart A. Hirsch, MD, chair of the Academy’s Council on Communications. “Exercising, eating healthy, listening to your body and openly communicating with your physician are all great ways to combat musculoskeletal injuries and conditions.”

Television

The theme of AAOS’ television ad, “Mailbox,” portrays how daily activities – such as walking to the mailbox – can seem like a tiring, exhausting ordeal for those suffering from chronic hip or knee pain. Accounting for approximately 21 million physician visits in 2003, hip and knee pain can turn little jobs into big jobs. However, with new options available to treat or eliminate hip and knee pain, it’s easier than ever for patients to have more “spring” in their step.

Special Joan Rivers Feature

With nearly 34 million Americans at risk for osteoporosis – and because the bone disease is easier to prevent than treat – the American Academy of Orthopaedic Surgeons teamed up with Joan Rivers for the “Beauty is Bone Deep” television, print and radio ads. Playing off of Joan’s sense of humor, she shares her new-found “secrets” about how engaging in regular weight-bearing exercises and a diet rich in calcium and vitamin D are essential to maintaining a healthy frame throughout a lifetime.