Physical therapists promote their role in painless parenting

The American Physical Therapy Association deepened relationships with new moms during the month-long Painless Parenting 101 campaign.

Client: American Physical Therapy Association (Alexandria, VA)
Agency: CRT/tanaka (Norfolk, VA, and Washington, DC)
Campaign: Painless Parenting 101
Duration: May 1 -- May 31, 2013
Budget: $16,000

The American Physical Therapy Association (APTA) and its AOR CRT/tanaka (now Padilla/CRT) deepened relationships with new moms during the month-long Painless Parenting 101 campaign.

"We're trying to create bonds with mothers, who are big decision makers when it comes to healthcare," explains APTA's director of public and media relations Emilio Rouco. "We want to educate this audience about how physical therapists can help them prepare for pregnancy, manage pain during pregnancy, and get back into shape after pregnancy."

A partnership was established with Mom It Forward, a worldwide network that seeks to enhance the lives of women, as well as their families and communities.

"Partnering with Mom It Forward helped us disseminate messaging and raise awareness among its large, mom-focused audience," says APTA's senior media relations specialist Erin Wendel.

A web page, traditional media and blogger relations, social media outreach, and select Facebook ads targeting moms helped drive awareness.

A Painless Parenting page launched May 1 on APTA's consumer-facing "Move Forward" website ( that provides resources to help parents prevent aches, pains, and injuries.

All messaging drove traffic to a physical therapist locator tool ("Find a PT") on the Move Forward site.

Articles bylined by APTA spokesperson Marianne Ryan, a physical therapist specializing in women's health, were pitched to select traditional media and blogs covering women's interest, health, and parenting.

Tips and photos were posted to APTA's Facebook and Twitter pages daily throughout May.

Existing YouTube videos focused on moms and women's health were also promoted.

Ryan answered tweeted questions from a physical therapy perspective during a May 22 Twitter party hosted with Mom It Forward.

The team also wrote a post for Mom It Forward's blog, and Mom It Forward promoted the party and campaign's other elements on its social media channels.

Two $125 Babies R Us gift cards were given away to people who entered contact information on

Rouco says the campaign surpassed nearly all its goals and contributed to a 100% overall year-on-year traffic increase to

The Painless Parenting web page has had 885 unique views since launch. Unique views of the "Find a PT" tool hit 8,347 in May (average monthly unique views are about 8,000).

About 240 people attended the Twitter party, 60% above goal, and 633 registered for the giveaway (133 above goal). The campaign also garnered 1,682 tweets (182 above goal).

Bylined placements appeared in four outlets, including Parenthood and Fit4Mom.

The team continues to engage moms through social and traditional media channels.

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