SOURCE: AAOS

June 11, 2008 13:22 ET

The American Academy of Orthopaedic Surgeons Announces 2008 Public Service Campaign

ROSEMONT, IL--(Marketwire - June 11, 2008) - Send the "Grim Reaper" packing by keeping him from cutting short the precious time spent with family, friends and career. The American Academy of Orthopaedic Surgeons says you can help bypass a visit from "Grim" by incorporating more exercise and a healthier diet into an otherwise sedentary lifestyle in a series of :60, :30 and :15 Public Service television spots.

--  Everyone knows a visit from the "Grim Reaper" can never be a good
    thing.  In the AAOS television PSA, "Grim" is turned into a rather hapless
    Reaper. At every stop "Grim" sees that his intended "victim" is changing
    their lifestyle for the better, thus sending him on his way, alone. They
    have accomplished that by incorporating running, Thai Chi and weight
    lifting to help keep their bones strong and healthy.
    

This is the ninth year the AAOS has launched a multimedia national public service advertising campaign. The PSAs are aimed at educating everyone about keeping bones and joints healthy, Extreme Sports, taking exercise seriously and how those who have experienced an orthopaedic condition are now living full and productive lives.

The Radio spots feature a very important message to parents when it comes to those Extreme Sports, including skateboarding and rollerblading.

--  Injuries are on the rise because of these new sports and they are
    sending kids to hospital emergency rooms in record numbers with broken
    bones, torn ligaments and muscles. The AAOS along with the Orthopaedic
    Trauma Association (OTA) reminds parents to make sure kids have a
    challenging exercise program but a safe one by playing fast and playing
    smart.
    

The AAOS is also launching a series of Print Ads featuring orthopaedic patients who are making a difference in their own lives and in their communities, as well.

--  One of the ads features Dr. Olabisi Claudius-Cole, who runs a free
    medical clinic in Freetown, Sierra Leone, West Africa.  When arthritis
    attacked both her hips and knees, Dr. Cole found it impossible to run her
    clinic.  One orthopaedic surgeon here in the United States donated his
    expertise, an entire medical team and even free implants to give Dr. Cole
    new hips, knees and a new lease on life.  She is now back in Sierra Leone,
    fully recovered and providing critical medical treatment to her fellow
    townspeople.
    

This year's comprehensive campaign includes the following ads: 4 print, one television with :60, :30 and :15 versions, one :60 and :30 radio spot. The print ads will be offered in both English and Spanish.

Print Ads

Celebrate Human Healing

http://www6.aao s.org/About/Pemr/PSA/2008/psa2008.cfm

Last year, it hurt too much to stand, today; she carries a nation on her shoulders

http://www6.aaos.org/About/Pemr/PSA/2008/ColeE.pdf

A short story about growing up with an unfair advantage: Polio

http://www6.aaos.org/About/Pemr/PSA/2008/GalpinE.pdf

A short story about a motorcycle and a sudden turn

http://www6.aaos.org/About/Pemr/PSA/2008/MarraE.pdf

A short story about a hard curve and a home run

http://www6.aaos.org/About/Pemr/PSA/2008/TruncaleE.pdf

Television

Grim - Video

-- 60 Second PSA

-- 30 Second PSA

-- 15 Second PSA

Radio

Warped Speed - Audio

-- 60 Second PSA

-- 30 Second PSA

About AAOS

To view a media-rich version of this release, go to: http://www.pwrnewmedia.com/2008/aaos061108/index.html

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