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March 20, 2013

American Academy of Orthopaedic Surgeons Unveils 2013 PSA Campaign

Print Ads from Multimedia Campaign Feature Five Real Patients Who Have Fought for Their Mobility

Immediate Release
March 20, 2013

CHICAGO – The American Academy of Orthopaedic Surgeons (AAOS) today unveils its 2013 public service announcement (PSA) campaign. This year’s campaign asks “What would you do?” if an orthopaedic injury got in the way of your work or your life? More than one in four Americans has a musculoskeletal impairment and this campaign addresses these challenges and the patients who have – or will – face them.
This year’s multimedia public service campaign demonstrates the social value of orthopaedic care. The campaign includesa series of five print PSAs featuring real patients from our A Nation in Motion® campaign who fought back to regain their mobility after an injury or surgery. The campaign also includes companion television and radio spots called “Body Double.”
“Patients play an essential role in their care and they have to be ready to reclaim what they have lost and fight for their mobility,” said AAOS president, John Tongue, MD. “That is when excellent orthopaedic care can be most restorative, getting patients back to their lives, to their jobs and to doing the things they love to do with their families and friends. That is the real value of the work we do.”

Campaign Details  
Body Double” :15-, :30-, and :60-second ads showcases the different ways our bone and joints could slow us down at any stage of life. Whether while working, playing or just moving, a bone or joint condition or injury can stop us. The good news is that a lot of people with pain have fought back – they have regained their lives because of excellent orthopaedic care.
The campaign’s :30 and :60 second spots also called “Body Double” remind listeners that your bones and joints can say “no” at any age, keeping you from doing the things you always used to do. But, there is help for those looking to fight for their mobility.
For the 2013 campaign, the AAOS partnered with the following specialty organizations to present five remarkable patients’ stories: 
  • The Pediatric Orthopaedic Society of North America: What would you do if a shattered arm crushed your swimming dreams. Gabriela hit the wall. First.
  • The American Orthopaedic Society for Sports Medicine: What would you do if a serious injury almost took your leg? Merline Love refused to backpedal.
  • The American Association of Hip and Knee Surgeons: What would you do if you were a mountain guide who couldn’t get out of a chair? Terry DeWald didn’t sit still. For long.
  • The Orthopaedic Trauma Association: What would you do if a runaway car smashed yoru plans to walk down the aisle? Ari Steinfeld embraced the challenge.
  • The American Spine Injury Association:What would you do if your go-card racing days came to a hard stop? Logan Show found a new ride.
Musculoskeletal disorders and diseases are the leading cause of disability in the U.S. and account for more than half of all chronic conditions in people older than 50. Broken bones, which account for more than 14 million visits to the doctor or ER, are just one of dozens of musculoskeletal injuries – from sprains to ruptures, osteoarthritis to disease and complex trauma – this campaign illustrates the diversity of the bone and joint concerns and the patients who live with them.
These ads were sent to more than 9,000 print (newspaper/magazine), television and radio outlets nationwide,and also are distributed to airports and out-of-home advertising companies (i.e. bus shelters, shopping malls) across the country. Each year, the print ads are produced as four-color posters and postcards that are available for use by Academy members in their practices, allowing them to help share the message with their patients.


AAOS’ 2013 PSA Campaign
About AAOS
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A Nation in Motion
More than one in four Americans have bone or joint health problems, making them the greatest cause of lost work days in the U.S. When orthopaedic surgeonsrestore mobility and reduce pain, they help people get back to work and to independent, productive lives. Orthopaedic surgeons provide a great value in both human and economic terms; and access to high-quality orthopaedic care keeps this ”Nation in Motion.” To learn more, to read hundreds of patient stories or to submit your own story, visit

For more information on bone and joint health, visit

Lauren Pearson Riley
phone: 847-384-4031
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