August 2007

FCP ads reaching millions

During the past year, a full‑page advertisement featuring Sarah Harding, Ms. Fitness USA 2006 telling her positive story about chiropractic appeared in national publications such as Sports Illustrated, US News & World Report, Business Week, New York Times Magazine Health, Martha Stewart Living, and Working Mothers. It is estimated that by August more than 30 million readers will have seen the ad, designed and placed by the Foundation for Chiropractic Progress (FCP).

In addition, 128 newspapers in 10 states ‑‑ with a total of 2.8 million subscribers ‑‑ included an FCP press release on the importance of physical fitness. The Foundation sent the article, which focused on backpack safety, to 10,000 newspapers in the country.

Each month, the Foundation sends one or more Public Service Announcements to more than 2400 AM/FM radio stations and, since January, the short spots have been broadcast on at least 100 stations. The actual number is difficult to determine since many stations air PSAs but do not notify the submitting agency.

"Monthly press releases to major media editors in the United States have been another important part of our effort to present positive media about chiropractic," the Foundation explained in a recent press release to The Chiropractic Journal. The Foundation works with a wire service, Business Wire, to distribute press releases. Its distribution includes over 2,000 national daily papers as well as TV, radio and weekly print publications. These press releases include such diverse topics as cost‑effectiveness studies to the effectiveness of the adjustment in treating low blood pressure to the study on the effectiveness chiropractic.

"In addition, articles about Sarah Harding in Fitness Magazine and other publications; our newly initiated blogging efforts and other initiatives continue to change the image of the profession," the Foundation announcement noted.

"As the longest sustained public relations campaign in the history of the profession, we have an opportunity to change the public's perception of the profession but we need your help," said Kent Greenawalt, Foundation Chairman. "Every dollar you contribute goes directly to promoting the profession. The PR agency working with us is doing it pro bono... Not only that, contributors will have access to material that will help them locally in building their practice. We can do this together"

To learn more about the Foundation, visit www.foundation4cp.com.