National Athletic Trainers’ Association: Putting A Face On The Profession, Promoting the Role of Athletic Trainers
RWA has consistently leveraged the vital role of athletic trainers in sports, occupational settings, the military, performing arts, physician offices and rehab centers, among other environments, through compelling national and grassroots programming, partnerships and special events. This includes support of NATA research, education and legislative initiatives. Topics have included musculoskeletal care for athletes and the physically active through all stages of life; exertional heat illnesses, sudden cardiac arrest, mental health and the athlete, sport-related concussions, asthma in athletics, sickle cell trait and the athlete, appropriate medical care for secondary school and college athletes, MRSA prevention and treatment, and emergency planning.
Additionally, RWA has promoted the association’s annual conventions; its annual Youth Sports Safety Summits, hosted by NATA and the Youth Sports Safety Alliance; Collaborative Solutions for Safety in Sport, a joint effort of NATA and the American Medical Society for Sports Medicine (AMSSM) that addresses best practices and encourages improvement in high school safety protocols; and NATA’s participation in the National Physical Activity Plan among other initiatives.
RWA has also championed several NATA and American Academy of Orthopaedic Surgeons programs including public service campaign efforts, the Life Cycle of the Athlete and Booming Seniors press events; and a Writers Guild of America Reel Treatment forum to better educate its members on each profession as writers develop professional medical and health care roles for TV and film.
Media results have included The Today Show, Good Morning America, The CBS Early Show, Fox News Channel, CNN, The New York Times, The Wall Street Journal, USA Today, Time, Newsweek, U.S. News & World Report, Associated Press, Reuters, HealthDay, Good Housekeeping, Redbook, Ladies Home Journal, O, The Oprah magazine, Men’s Health, Women’s Health, Arthritis Today and many trade media placements.
American Academy of Orthopaedic Surgeons Ongoing Projects: Championing the Work of AAOS
RWA has supported ongoing AAOS national news, special programming and annual meetings with media relations and event coordination. Programs have included a Culturally Competent Care initiative designed to educate doctors and empower patients of diverse backgrounds to establish clear and beneficial communication; and Decide to Drive campaign to stop distracted driving. RWA also managed public relations for the AAOS Legacy of Heroes campaign that took a look back at the contributions of orthopaedic surgeons from WWII and the advances that have been made in orthopaedic medicine since that time. Combined results have included The Today Show, CBS Early Show, CBS Evening News, Fox News Channel, CNN, USA Today, The New York Times, The Wall Street Journal, Associated Press, HealthDay, Time, AARP magazine, Arthritis Today among others.
Operation Walk USA: Orthopaedic Surgeons Give the Gift of Mobility During the Holiday Season
This national program enabling orthopaedic surgeons to provide free joint replacement for patients who can’t afford them during one week each December, has become an annual tradition of giving back. Inspired by Operation Walk, an international initiative that works with patients in developing countries, OWUSA provides all aspects of treatment ─ surgery, hospitalization, and pre-and post-operative care ─ at no cost to participating patients who may not qualify for government health coverage, have insurance or afford surgery on their own.
RWA works closely with OWUSA, participating hospitals and patients to share compelling case histories and success stories; and to celebrate the new lease on life these patients now have as they start the new year with mobility and renewed physical and mental health.
RWA successes include Associated Press, Reuters, ABC and CNN among other national and select local coverage as the agency each year helps to expand and position this inspiring program in a competitive holiday media market.
Fitness After 40: How To Stay Strong At Any Age
RWA launched a national publicity blitz to support publication of Fitness After 40: How To Stay Strong At Any Age (Amacom, 2008) written by leading orthopaedic surgeon, Vonda Wright, MD. As director of the Performance and Research Initiative for Master Athletes (PRIMA), at the University of Pittsburgh Medical Center, consultant to the Senior Olympics, and nationally recognized authority on healthy aging, Wright offered critical recommendations and exercise prevention tips to ensure optimal health for elite and recreational athletes and physically active individuals. The agency secured key placements in Oprah Magazine, US News & World Report, Prevention, Fitness, CNN and other major media outlets. RWA also worked with Wright on the launch of her own fitness product line sold exclusively at Dick’s Sporting Goods nationwide; and a second book, Guide to Thrive: Four Steps to Body Brains and Bliss (Triumph, September 2011),
National Collegiate Athletic Association: Celebrating the Woman of the Year
RWA championed the NCAA Woman of the Year program by promoting its 2007 winner, University of Arizona swimmer Whitney Myers, to top tier print and broadcast media including ESPN, The New York Times PLAY Magazine, Fitness, Self and other outlets who found her a “woman to watch” on the collegiate sports field.
Acorn Media: Shape Up And Stay Healthy With Acorn DVD Programs
RWA spearheaded media efforts for Acorn Media and promoted two of its DVD titles – Keeping Fit In Your 50s and The Elaine Petrone Method (for back pain) – to reinforce awareness of the company’s commitment to a new health and wellness line. Results include: CBS Early Show, Experience Life, Women’s Health, and several grassroots media placements via satellite media tours and local media follow up.
JustGotDiagnosed.Com: Preparing For The Road Ahead
RWA helped launch this timely Web site geared for patients who have been newly diagnosed with a life-threatening or chronic condition, as well as for their caregivers, loved ones and friends. PR support leveraged the site’s “roadmap” in helping to navigate the road head first from an emotional perspective and before making any major life and health decisions. Results have included very targeted trade-publicity efforts, coordinating speaking engagements and creating bylined-article opportunities to reach the right audiences with this compelling and important information.
Home Design and Aging – Taking On This Issue In America and Beyond
RWA helped to promote the expertise of Jeffrey P. Rosenfeld, PhD, nationally acclaimed speaker, consultant and director, Gerontology Center, Hofstra University, and his analysis of senior home design in seven rapidly aging nations including the United States. Dr. Rosenfeld, along with internationally known interior designer and Parsons School of Design faculty member Wid Chapman, coauthored Home Design in An Aging World (Fairchild Books, 2008), which offers a unique sociological perspective on global advancements in this arena, in light of changing family dynamics and care of the elderly. The public relations and marketing objective was to solidify high visibility exposure and guest lectures for Dr. Rosenfeld with leading design schools, related associations and trade publications on evolving home design and aging issues.
NIKE I Run NY Event & Media Support
Nike sponsored this first-ever I Run NY 4-mile race and concert in Central Park. RWA provided media services and generated local event and NIKE product publicity.
Play Smart When It Comes To The Sun
This national skin cancer awareness and prevention campaign was sponsored by the American Academy of Dermatology and Major League Baseball. The program included 30 team screenings working with local market AAD dermatologist, combined with proactive media relations in select markets. Coaches, players and/or athletic trainers served as local spokespersons to reinforce the importance of sun safety. This award-winning program was covered by ABC network news, CBS network radio and USA Today, among other national and extensive local market media.
Firming Up Faster: Nivea Teams Up With Olympic Swimmer Dara Torres
This initiative was supported by Nivea Skin Firming Lotion to promote the benefits of proper skincare and conditioning. Dara Torres served as national and local market media spokesperson. The initiative communicated the importance of a daily health regimen, while also offering swim fitness tips and expertise through national print, broadcast and local media tour placements.
TUMS Bone Health For Women 40+ Campaign
Tums calcium supplements partnered with the Women’s Sports Medicine Center, a division of the Hospital for Special Surgery in New York City, to promote the benefits of exercise and calcium for women age 40 and older. Robyn Stuhr, administrative director of the Center, provided important nutrition and exercise/bone building tips to key media audiences via national interviews and a local market media relations campaign.
LPGA, AAD & Ombrelle Swing Into Summer Campaign
The Ladies Professional Golf Association, American Academy of Dermatology and Ombrelle sunscreen teamed up on a national and regional 10-market initiative to promote sun safety among women golfers and fans. The program included sponsorship of LPGA event in key markets, on-site skin cancer screenings and UV detection machines, with dermatologist Dr. Patricia Farris as program spokesperson. This program received the Golden Triangle Award from the AAD and was covered by Good Morning America and top 10 local market media.