New campaign uses humor to inform about bone health

ROSEMONT, IL: The American Academy of Orthopedic Surgeons has launched a new public-awareness campaign to encourage people to change their sedentary lifestyles.

ROSEMONT, IL: The American Academy of Orthopedic Surgeons has launched a new public-awareness campaign to encourage people to change their sedentary lifestyles.

The campaign introduced a collection of humorous print, television, and radio advertisements to create a broad-based message surrounding bone health, according to Sandy Gordon, director of public education and media relations.

The campaign not only promotes building strong bones, but warns against trampoline injuries and shows how to avoid having surgeons operate on the wrong limb.

"Nobody has quite the approach that we do," Gordon said. "We started comedy as a way to get really hard messages across because we thought it resonates with people."

The society hired advertising agency August, Lang and Husak to create a television spot, three print ads, and two radio announcements. The PSAs were sent to thousands of publications, radio stations, and television networks.

According to Gordon, the three-month-old campaign has already garnered strong public feedback and an increase in hits on the society's website (www.aaos.org).

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