Organization: American Academy of Orthopaedic Surgeons (Rosemont, IL)
Agency: Weber Shandwick (Minneapolis, MN)
Campaign: A Nation in Motion
Duration: January 2012-ongoing
Budget: $510,000 for Jan-Dec 2012
Orthopedic medicine has received some negative press in recent years, ranging from device recalls to a Department of Justice investigation on payment issues. The American Academy of Orthopaedic Surgeons (AAOS) hired Weber Shandwick to help develop and execute A Nation in Motion to drive positive messaging.