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The award-winning “Osteophyte” television PSA shows a patient and a doctor discussing their feelings about different aspects of their ‘relationship.’


Published 1/1/2008
Frank B. Kelly, MD

PR materials win 18 honors in 2007

AAOS grabs Platinum, Gold, Silver and Best of Show awards

Education, advocacy, research, and communications are the four main elements driving the Academy forward. Each distinct component is mission critical. As Communications Cabinet Chair, I would like to share with you the recognition that our Public Relations program has received in 2007—a total of 18 awards for our produced materials. These national and international awards showcase the hard work and dedication of our volunteers on the Public Relations Oversight Group (PROG) and our public relations staff, who continually promote and enhance the image of orthopaedic surgeons.

You’ve got a big osteophyte
In an international competition that received more than 1,700 entries, the Academy’s 2007 television public service announcement (PSA), “Osteophyte,” received a Platinum Ava Award. This award honors those “whose talent exceeds a high standard of excellence and whose work serves as a benchmark for the communication industry.”

Two Gold Awards were also bestowed upon “Osteophyte.” The Hermes Creative Award recognizes “the efforts of communication professionals who contribute their unique talents to public service and charitable organizations.” This award honors outstanding messengers and creators of traditional and emerging media.

The Gold MarComm Creative Award, another international competition, was also given to “Osteophyte.” The Academy is honored to be an award recipient among the thousands of entrants, including media conglomerates, Fortune 500 companies, corporate marketing and communication departments, advertising agencies, public relations firms, design shops, production companies, and freelancers.

The Freddies—one of the most prestigious health awards in the nation—named “Osteophyte” a finalist in the PSA category. This achievement places the Academy in the realm of “best of the best” among health-focused for-profit companies and nonprofit organizations. Being recognized by the Freddies is truly a testament that the Academy is on the communication forefront, delivering clear, understandable, and concise musculoskeletal health messages to the public.

“These awards demonstrate the Academy’s commitment to producing first-rate, creative, and meaningful public service ads,” said Nicholas DiNubile, MD, chair of the PROG. “When our group first reviewed ‘Osteophyte,’ we all thought it was a terrific and entertaining way to evoke humor while still maintaining the important message of patient-physician communication and patient-centered care.”

“Osteophyte” was just one of the 2007 PSA campaign ads. The entire campaign was entered in the Media Achievement Awards (MAA), which “honors the very best in media.” The campaign won an Award of Excellence.

Older PSAs still garner attention
The Academy’s 2006 television PSA highlighted the importance of physical activity for building strong bones. “Mailbox” was recognized twice this past year, winning Best of Show by the Clarion Awards—a program that “symbolizes excellence in clear, concise, communications”—and a Gold Award from the Health Information Resource Center (HIRC). For 14 years HIRC has been selecting the best consumer health information materials and programs from organizations throughout the nation.

“Feet,” a 2005 television PSA focusing on the importance of daily movement and exercise to maintain a healthy and strong musculoskeletal frame, received a Videographer Award in an international competition honoring “all aspects of video production, television commercials, news programs, and new media.”

Other materials receive recognition
The eHealthcare Leadership Awards highlight the Internet’s role in achieving an organization’s business objectives and recognize the hard work that has gone into creating outside health Web sites. Among more than 1,100 entries, the Academy’s Web Newsroom,
www.aaos.org/newsbureau, received a Silver Award. Judging for this category focused on the Web site’s information, key facts, statistics, and news releases.

Lastly, Wounded in Action, the film from Legacy of Heroes, also received an MAA Award of Excellence—the fifth international award that this film has received to date.

All available to you
All Academy PSAs—television, print, and radio—are available, free of charge, to our members. Posters and postcards, in both English and Spanish, can be used in your offices and waiting rooms. To order any AAOS public relations materials, please call Pat Julitz at (847) 384-4036 or email

Frank B. Kelly, MD, is chair of the AAOS Communications Cabinet.

He can be reached at fkelly@forsythstreetortho.com