The Foundation for Chiropractic Progress Marks Second Year of Campaign to Advance Chiropractic Profession

One of the most successful public rela­tions campaigns to raise public aware­ness and advance the image of chiro­practic care marked its second anniver­sary on July 1, 2008. Sponsored by the Foundation for Chiropractic Progress (www.F4CP.org), this initiative has gen-crated positive press for the chiropractic profession by educating the public about the benefits of chiropractic care: over a quarter of a billion supportive and inspir­ing messages reaching consumers, business leaders, and health care decision-makers. Since the launch, the Foundation has united chiropractic leadership and vendor communities, including all of the major national chiropractic associations, state associations, and national publications. It has also reached significant milestones for the chiropractic profession, including a number of "firsts": • A positive chiropractic commercial on national television when the Fox Net­work ran a 30-second spot about Sarah Flarding, Ms. Fitness USA. • A press conference about the profession for the national media, which included the Washington Post and Consumer Reports. • Received a nationally recognized award for distributing an advertorial that was carried by more newspapers than any other release during the year—at least 750 with a circulation of 40 million. • Made front page headlines in a major publication when the Seattle Post Intel­ligencer featured a story about the ef- fects of reducing blood pressure through chiropractic adjustment. An advertisement in a national publica­tion, which included a testimonial from three medical doctors. To help expand this promotional effort and make a deeper impact on public opin­ion, the Foundation retained the prominent New Jersey-based publie relations agency, CPR Communications, pro bono. With more than 25 years of experience working with the media, CPR generated exciting positive press to complement the profes­sion's advertising campaign. Estimates show the campaign yielded a monetary value of approximately $3.5 million in equivalent advertising dollars, while the number of positive messages generated reached a staggering estimate of 250 mil­lion and growing. A comprehensive broadcast public relations campaign provided valuable education to the public about the benefits of chiropractic care, with public service announcements (PSA's) distributed to more than 2,400 AM/FM radio stations. More than 250 radio stations in the country—in­cluding a growing number of Spanish-language stations—carried the message. Additionally, the Foundation's PSA's have generated radio interviews, including inter­views with top-40 broadcast stations, with a reach of more than 100,000 watts. The campaign also includes monthly press releases to major newspapers in the country, which generated numerous inter­views and news stories. Advertorials also play a major role in the print campaign, with multiple messages disseminated to more than 10,000 newspapers nationwide. The 2008 campaign has and will continue to build upon these successes by placing an increasing number of resources into the Foundation's public relations campaign. The Foundation has hired a full-time public relations specialist who handles the day to day public relations activities. The emphasis on print and radio media will also include the development of television advertori­als. Other public relations initiatives will include the publication of a book authored by the Foundation in order to carve out a new market niche for chiropractic: The Greening of Healthcare in America—Eco-friendly healthcare that is non-toxic thi­every American. The campaign will touch on such timely topics including alternatives to the use of steroids, the overprescribing of drugs, and obesity. Complementing this public relations campaign, the Foundation has imple­mented a strategic advertising program that includes a half-page advertisement in USA Today which features positive testimonials from medical doctors about chiropractic. This ad will run at least three more times in 2008 in USA Today. Addi­tionally, the Foundation has created a new advertisement about the cost-effectiveness of chiropractic, featuring the president of Alternative Medicine Integration (AMI). This ad will be placed in the September issue of US News and World Report, and will run three times in Business Insurance, a prominent insurance and human resources publication. The Foundation makes this advertising campaign possible by accessing deeply discounted advertising rates. "As we mark our second year of the longest, continuous public relations cam­paign in the history of the profession, we will be reaching out to the profession for continued financial support," says Kent S. Greenawalt, President of the Foundation for Chiropractic Progress. Every dollar received from donors will go directly to the advertising/public relations campaign. "This is a perfect storm opportunity.... We may not have a chance like this to make an impactful positive difference in our profession again," President Greenawalt concludes. Because there may not be another op­portunity to conduct a campaign for chiro­practic on this national level, the Founda­tion invites donations to help build on the positive press of this campaign. If you wish to make a pledge and/or contribution, visit www.foundation4cp.com. Contributions can also be mailed to PO Box 560, Carmi-chael, CA 95609-0560.1