The integrated communications campaign celebrated the advances and innovations of 75 years of orthopedic medicine and provided AAOS members, medical professionals and staff a chance to reflect upon the specialty and celebrate advances in orthopedic care, according to the release. The anniversary and related campaign also served as an opportunity to educate the public and the media about musculoskeletal health and injury prevention.
The CLIO was accepted on Nov. 13 at the award ceremony in New York City by Karen Hackett, CEO of AAOS, and Sandra R. Gordon, director of public relations.
The 75th Anniversary communications campaign involved the work of several agencies, including Post Office Editorial, Adventure Advertising, August, Lang & Husak and One of a Kind, according to the release. The campaign included the following components:
- Moving Stories: a book and traveling exhibition that chronicled the lives of patients and surgeons and the history of orthopedics;
- Moving Pictures: the film companion to the Moving Stories programs;
- www.aaos.org/75years: a comprehensive and interactive Web site;
- Historical interviews that were recorded and shown online;
- eMotion Pictures: an art exhibition and book featuring the artwork of orthopedic surgeons and their patients;
- A digital timeline found on the Web site;
- Getting it Straight: a historical orthopedic reference book documenting the specialty, the history of the AAOS and other orthopedic societies;
- A media relations campaign; and
- Academy Chronicles: a permanent exhibition with more than 500 pieces of orthopedic history.
The planning and execution of this campaign took four years, and involved the AAOS members, leadership and board of directors, orthopedic industry and staff.
Read the release on the AAOS's Silver CLIO Award.
Learn more about the AAOS's 75th Anniversary.