Award-Winning PSAs Promote Physical Therapy Alternative for Pain Management
ARLINGTON, Virginia - February 8, 2018 - For more than two years, LMO, a full-service marketing and communications agency, has been doing its part to help combat the nation's opioid epidemic through award-winning Public Service Announcements (PSA).
Working with the American Physical Therapy Association (APTA), headquartered in Alexandria, Virginia, LMO has just completed its second national PSA for APTA's #ChoosePT opioid awareness campaign. Titled, "You Have a Choice," the PSA was distributed February 5, 2018 to a number of local television and radio stations across the country as a 60 second and 30 second spot, respectively.
"The goal of the latest PSA is to continue to raise public awareness and garner proactive attention to the opioid crisis that's sweeping the country," said Oronde Vaughan, LMO creative director. "We are proud to take on the challenge of creating memorable campaigns alongside APTA, and to be part of solving the problem."
The message is straightforward and urgent: patients struggling with pain should try other measures, like physical therapy, before turning to opioids for relief.
This new video follows an initial PSA that aired from October 2016 to September 2017 and won the American Society of Association Executives' Gold Circle Award for excellence, innovation and achievement in association and nonprofit marketing, membership and communication programs.
Titled "Choose Physical Therapy for Safe Pain Management," the first PSA supported the #Choose PT national campaign that included organic and paid social media, YouTube promotions and public relations. The PSA featured patients in masks, symbolizing how opioids only hide pain symptoms, but don't provide long-term solutions. A staggering 40 percent of users end up addicted. The minute-long video followed a woman's journey from painkiller addiction to the successful completion of a physical therapy program. While opioids provided temporary relief, therapy helped the woman address the root cause of her pain and find lasting relief.
APTA's #ChoosePT campaign launched to raise awareness about the benefits of physical therapy as an effective pain management tool.
"As we've all seen and read in recent news reports, opioid addiction is now a national emergency," said Mike Kapetanovic, president of LMO. "As an agency, we are doing our part to work with groups like APTA to tell a story of opioid addiction, but also offer a viable solution through a professional physical therapy regimen. In addition to APTA, LMO is pro-actively pursuing partnerships with other state and national groups who are rallying to tackle this national emergency."
During the run of the initial PSA, it held the highest number of views of any APTA video asset, with a 78.4 conversion rate. In addition to local and national television airings, the #ChoosePT ads appeared on YouTube as well as a national native advertising strategy and programmatic platforms. These combined tactics garnered over 3.4 million impressions.
"Public service announcements have been crucial to our #ChoosePT opioid awareness campaign, and LMO has been instrumental to their production," said Jason Bellamy, vice president of strategic communications at APTA. "It's essential we educate the public about the risks of opioids and the availability of safer approaches to pain management, like physical therapy. LMO has been passionate about our mission and helped us deliver our message in an engaging way."
LMO has an established track record in PSA success, having produced PSAs for high-profile clientele such as the U.S. Coast Guard, Army National Guard. Air National Guard, Department of Homeland Security and Department of Defense.
APTA debuted the new PSA during an October 5 panel discussion, "Beyond Opioids: Transforming Pain Management to Improve Health," featuring multiple perspectives about the ongoing epidemic.
Click here to watch the PSA. To learn more about LMO, please visit www.lmo.com.
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The American Physical Therapy Association is an individual membership professional organization representing more than 100,000-member physical therapists (PTs), physical therapist assistants (PTAs) and students of physical therapy.
APTA seeks to improve the health and quality of life of individuals in society by advancing physical therapist practice, education and research, and by increasing the awareness and understanding of physical therapy's role in the nation's health care system. For more information, visit www.apta.org.
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