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Them bones are gonna rise for the American Academy of Orthopaedic Surgeons, Rosemont, Ill., which broke its first national PSA campaign last week with a multimedia, pro-bono effort by August, Lang & Husak, Bethesda, Md. Ads comprise print, one TV spot in various lengths, radio, postcards and outdoor.
Ads focus on playground safety, sports injuries and osteoporosis. Print shows bones and a cast in creative forms, such as in an hourglass. The TV spot humorously shows two children tempted to enjoy a playground unsafely.
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