American Physical Therapy Association

Reshaping the Conversation About Pain Management.

Challenge
A growing public health crisis with devastating impacts.

  • America was facing an unprecedented opioid epidemic, with overdose deaths involving opioids nearly quadrupling since 1999.

  • By 2012, enough opioid prescriptions were written for "every American adult to have their own bottle of pills," according to CDC data.

  • The American Physical Therapy Association (APTA) needed to position physical therapy as a safe, effective alternative to opioids for pain management while increasing awareness of this treatment option.

  • The organization faced the challenge of changing public perception and behavior around pain management in a healthcare environment where prescription medications were often the default solution.

  • APTA needed to create impact in states with the highest opioid prescription rates and overdose deaths while also delivering a nationwide message.

Objective
Create a powerful national campaign to change the conversation around pain management and position physical therapy as a safe alternative to opioids, aligned with CDC guidelines. Specific goals included:

  • Educate the public about the dangers of opioids and the benefits of physical therapy for pain management.

  • Reach 50 million Americans with campaign messaging across at least 25 states.

  • Drive record traffic to ChoosePT.com, APTA's official consumer information website.

  • Generate strong support and engagement from APTA chapters and members.

  • Focus special attention on states identified by the CDC as having the highest numbers of drug overdose deaths and opioid prescriptions.

  • Support APTA's vision of "transforming society by optimizing movement to improve the human experience."

Solution
LMO partnered with APTA to develop the #ChoosePT campaign, a comprehensive multi-channel initiative to position physical therapy as a safe alternative to opioids for pain management. The campaign was launched as part of collaborative efforts with the White House's opioid working group to address the epidemic.

  • Strategic Campaign Development: Conducted thorough research on the opioid crisis and engaged APTA member specialists in pain management to refine campaign messaging. Created the #ChoosePT theme as both a campaign identifier and clear call-to-action for consumers.

  • Powerful Creative Execution: Produced an emotionally resonant 60-second video PSA (along with an alternative 30-second version) showing a mother battling opioid addiction, symbolized by a mask that only "masked" her pain. The narrative illustrated the transformation from passive pain management with opioids to active treatment through physical therapy.

  • Integrated Media Approach: Implemented a multi-channel strategy including television, radio, digital advertising, social media, outdoor billboards and print PSAs. Digital ads specifically targeted websites where consumers were searching for health information.

  • Strategic Geographic Targeting: While maintaining a nationwide presence, focused special attention on states identified by the CDC as having the highest numbers of drug overdose deaths (West Virginia, New Mexico, New Hampshire, Kentucky, Ohio and Rhode Island) and opioid prescriptions (Tennessee, Alabama, West Virginia, Oklahoma, Kentucky and Mississippi).

  • Strategic Launch Timing: Strategically launched the PSA component in September during Pain Awareness Month, followed by additional promotional activities during National Physical Therapy Month in October.

  • High-Impact Out-of-Home Advertising: Placed four outdoor billboards in high-traffic areas along I-40 in Nashville during the campaign launch, coinciding with three major events: APTA's NEXT Conference and Expo, the CMA Music Festival and Bonnaroo, which attracted hundreds of thousands of visitors.

  • Member Activation: Equipped APTA chapters and members with tools and resources to amplify the campaign locally, generating unprecedented support and engagement from almost all state chapters, specialty sections and individual members.

  • Digital Optimization: Leveraged YouTube, native advertising and programmatic platforms to maximize campaign reach and effectiveness online.

Results:

  • The television PSA reached nearly 78 million Americans across 22 states in just three months, generating $738,752 in donated airtime (a 21-to-1 return on investment).

  • The PSA became APTA's most popular video ever on social media, generating more than 218,000 views on Facebook alone.

  • Digital advertising efforts across platforms generated over 3.4 million impressions.

  • The campaign drove unprecedented traffic to ChoosePT.com, attracting 3 million unique users in its first year— an 87% increase from 1.6 million unique users the previous year.

  • The PSA earned APTA a Gold Circle Award from ASAE in the "Video" category.

Through LMO's strategic creative approach and multi-channel execution, the #ChoosePT campaign successfully positioned physical therapy as a safe alternative to opioids, educated millions of Americans about their pain management options, and contributed meaningfully to addressing the national opioid epidemic.