DOCTOR’S ORDERS

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. It is slated for broadcast and cable; print includes magazines and newspapers. The tag: “We keep you well connected.”
“This whole campaign is [focused] on injury prevention,” said Sandy Gordon, client director, public and media relations. “We wanted to have a little bit of humor here.”
“We like to think of the audience just from the audience’s perspective,” said Chuck Husak, creative director, who said a challenge was finding a message to support the client’s diverse areas of expertise within the orthopaedic arena.
Morrison Productions built the playground for the spot; Liquid Pictures shot the print ads.
–Simon Butle