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March 24, 2015

Orthopaedic surgeons address the risks of distracted walking in 2015 public service announcement

2015 PSA campaign also promotes motorcycle, diving safety

LAS VEGASThe American Academy of Orthopaedic Surgeons (AAOS) today unveiled its 2015 public service announcement (PSA) campaign. This year’s multimedia program television, radio and print PSAs—warn Americans on how to prevent serious injuries, and promotes:

  • The dangers of distracted walking;
  • The importance of safe, skilled motorcycle driving; and,
  • The risks of diving in shallow or unknown waters.

The American Academy of Orthopaedic Surgeons champions the interests of patients by promoting and advancing optimal musculoskeletal health, injury prevention, and the highest quality patient treatment and care,” said AAOS President David Teuscher, MD. “This year’s PSAs highlight three important safety topics aimed at preventing bone and joint injuries—from sprains, tears and fractures to paralysis.”


“First, we know that distracted driving is a prevalent issue—one that the Academy continues to publicize through the Decide to Drive program—but texting, music playing, and technology-distracted  pedestrians also are posing a significant public risk,” said Dr. Teuscher. “This year’s TV and radio ads use humorous video and audio to highlight the serious dangers of distracted pedestrians. In addition, print advertisements promote motorcycle safety and the potential dangers of diving in shallow or unknown waters—serious health issues that injure tens of thousands of Americans each year.”


AAOS 2015 PSA campaign details

“Digital Deadwalkers” 30- and 60-second radio PSAs

Danger lurks at every corner of our cities and towns, but what if pedestrians are the ones posing the threats to themselves and others?


“Digital Deadwalkers” 30- and 60-second radio PSAs encourage pedestrians to engage in and with their surroundings for better bone and joint health.


“Today a new creature walks among us causing fear, mayhem and injury,” the announcer says, posing a humorous but serious warning. “Look out for the dreaded digital deadwalkers, they’re not looking out for you. With faces pressed against their little handheld devices, they put all of us citizens in harm’s way.” The spot urges “all innocent people to stay alert. Better yet, step up and speak out.” A man then yells out to the distracted walker: “Hey dude, I’m walking here.”


“Digital Deadwalkers” television PSA
“This is the city where danger lurks,” says the announcer in the “Digital Deadwalker” television PSA, as people jump out of the way, ladders get backed over, and drivers slam on their brakes.


After much destruction, the source of the chaos is finally revealed: a distracted walker focusing on his phone, instead of the people, cars and obstructions around him. When he nearly collides with an older couple, the woman stops him and says: “Dude. Engage!” 


The PSA directs viewers to  for more information and safety tips.



Print PSAs

One Shallow Dive can Wreck a Neck. Permanently. Diving injuries can be devastating. Nearly 26,000 individuals are treated in emergency departments, doctors’ offices and clinics for diving-related injuries in the U.S. each year, according to the U.S. Consumer Product Safety Commission (CPSC). Of these injuries, approximately 800 people—primarily teens and young adult males—are paralyzed by diving into water that is too shallow. The ad warns of this risk and suggests young people and parents visit to learn about the steps they can take to protect themselves and their children. After all, family trips to lakes, pools and other bodies of water should be fun.

Presented in partnership with the Cervical Spine Research Society and the American Spinal Injury Association.
Read the Road. And You Won’t Need as Many New Parts. Motorcyclists are nine times more likely to be injured in an accident than passenger car occupants, according to the Insurance Institute for Highway Safety. And, with more than 7 million motorcycles on the road – the highest number in U.S. history – it’s the right time to revisit the basics of safe riding, such as riding at a safe speed, staying alert for unsafe driving conditions such as road debris, and wearing a helmet. Orthopaedic surgeons are most often called upon to treat motorcycle injuries—including fractures to the leg, foot, arm, wrist and spine—but would rather motorcycle drivers and passengers enjoy the ride without injury. Learn more at
Presented in partnership with the Orthopaedic Trauma Association.
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