American Physical Therapy Association
[Media Relations | Healthcare]
With pain on the brain
Agency creates a trend
Heals household ailment
How do you take a serious subject matter and a restrictive budget and create a campaign that truly stimulates the public
interest? To educate consumers on how physical therapy could help in their daily lives, M&F took a very simple
observation and ran with it. Capitalizing on the popularity of hand -held electronic devices, M&F called attention
to the rise in injuries due to overuse of Blackberries, called it a trend and gave it a name: "Blackberry Thumb". There
followed a considered roll-out of media activity that employed a range of PR Tools to deliver the most successful media
initiative in APTA's history. With more than 262 million media impressions, including USA Today, CNN, The AP and the Weekend
Today Show, the campaign is testament to how a great idea and a skilled team can perform PR Alchemy.
Awards:
American Society of Association Executives Gold Circle Awards: 2007
Bulldog Awards: 2007
