Embargo for Release:             February 25, 2009
For more information, contact:

Addy M. Kujawa O (847) 384-4033 C (224) 374-8609  kujawa@aaos.org

The Most Breaking News in the Joint
Millions suffer from musculoskeletal injuries and conditions

LAS VEGAS – From children to seniors, musculoskeletal injuries and conditions affect our quality of life every day.  The focus of the American Academy of Orthopaedic Surgeons’ (AAOS) 2009 multimedia Public Service Advertising Campaign is on preventing and healing joint pain, early detection of scoliosis and preventing injuries in female athletes’ knees.  The AAOS is committed to helping patients and the public “get up, get out, and get moving”!  The campaign was produced by ad agency, August, Lang and Husak in Bethesda, Maryland and will be distributed by Plowshare Group, located in Stamford, CT.

Print PSAs:

• Joint pain affects millions nationwide.  “Don’t let joint pain interrupt your life.  You have 360 joints, and discomfort can strike any of them.  But today, you don’t have to take joint pain sitting down.  For the latest information on keeping healthy joints healthy, and making sore joints feel good again, visit www.orthoinfo.org.”
• Scoliosis impacts children beginning at the age of three years.  Early detection is key! “If only the early warning signs of scoliosis were this obvious.  The childhood signs of scoliosis, or curvature of the spine, may be subtle.  A routine physical exam can often diagnose this condition.  Early detection is key.  Visit www.orthoinfo.org, or one of our partners, the Scoliosis Research Society, www.srs.org or the Pediatric Orthopaedic Society of North America, www.posna.org.”
• Girls and ACL injuries grow each year.  “Too many female athletes are getting put on the shelf.  Young female athletes are up to eight times more likely than boys to tear the anterior cruciate ligaments (ACL) of their knees.  For more information on the prevention and treatment of ACL injuries, visit www.orthoinfo.org or our partner, the National Athletic Trainers’ Association, www.nata.org.”

Radio PSAs:

“Joints Don’t Jump” is a 30- and 60-second radio spot that focuses on taking care of painful joints and getting moving again.  Don’t sit on the sidelines of life – get back in the game.

Television PSAs:
This 30- and 60-second television PSA, “Joints Don’t Jump” is the first animated television spot to be produced by the AAOS.  It’s a light-hearted look at a serious issue – joint pain that affects the quality of life for millions nationwide.  Viewers are encouraged to seek information from www.orthoinfo.org to keep healthy joints healthy and make sore joints feel good again.

Quote:
“Our campaign reaches everyone from children to seniors.  It is very important to the AAOS to encourage everyone to take care of their muscles, bones and joints.  Pain or an injury can effect every moment in a day so we strive to do everything we can to prevent injuries, alleviate pain and help people stay in, or get back into, the game of life,” said Frank B. Kelly, MD, Chair of the Communications Cabinet at the American Academy of Orthopaedic Surgeons.

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