At their most recent board meeting, the Chiropractic Centennial Foundation (CCF) board of trustees voted to fund chiropractic's first network evening news "roadblock." In commercial media terms, a roadblock is airing the same commercial on the three major networks at the same time.
One of the most effective ways to reach many of the nation's decision makers is to air the roadblock during the first part of the evening news. This is the time when Dan Rather (CBS), Tom Brokaw (NBC) and Peter Jennings (ABC) are presenting the top news stories of the day.
The chiropractic network news roadblock is scheduled for Monday June 16, 1997. The 30 second commercial will deliver a simple, direct chiropractic message to an estimated television audience of over 55 million people.
Over the past four years, the CCF has spent almost $2 million on media and marketing campaigns to the public. Many of these efforts have been groundbreaking:
- First Chiropractic Documentary
- First Chiropractic Rose Bowl Float
- First Chiropractic Network News Roadblock
Through newspapers, magazines, radio and television, the CCF has gotten out the chiropractic message again and again. The result is an impressive 618 million "impressions" (one impression equals one person seeing the chiropractic message once).
Breakdown of the CCF's Media Campaign
| Event | Impressions |
| Media Press Releases | 97,498,051 |
| Home Town Radio Programs | 10,000,000 (approx.) |
| 1995 Rose Parade Float | 450,000,000 |
| Historical Markers | Ongoing Exposure |
| Advertising Co-Ops | 500,000 (est.) |
| 60-Minute Documentary Airing | 2,300,000 |
| Television Commercials (5 airings on CNBC) | 3,093,500 |
| 30-Minute Documentary Airing (CNBC and WAGA in Atlanta) | 28,819,000 |
| Network Roadblock (ABC, CBS & NBC) | 55,312,700 (est.) |
| Total Impressions: | 618,704,251 |
(31 airings on 3 cable stations and 21 local broadcast stations)
Additionally, the CCF Trustees voted to provide $10,000 of initial funding for the Alliance for Chiropractic Progress.1 The Alliance was created by the International Chiropractors Association and the American Chiropractic Association to further the need for chiropractic advertising and public relations.
1. ACA and ICA establish public awareness alliance. Dynamic Chiropr, April 7, 1997
