pull: This is the most comprehensive media campaign the chiropractic profession has ever embarked upon.
One of the most significant aspects of our chiropractic centennial was the filming of a chiropractic documentary, "From Simple Beginnings: Celebrating a Centennial of Chiropractic Care." This was the cornerstone of the Chiropractic Centennial Foundation's commitment to increase public awareness of chiropractic.
Now it's time to air that story. The medium chosen is television, both cable and the major network affiliates. The television time budget is $500,000, and you, the individual chiropractor, will be the key player in the success of chiropractic's largest educational campaign.
Our hour-long documentary tells the story of chiropractic from its beginnings to the present day. The program contrasts chiropractic's philosophy against the problems in today's medically-oriented health care system. The viewing public will see where chiropractic fits historically and how it can make a difference today.
Most of the money donated for the television time was raised at the two chiropractic centennial celebrations. Those DCs and students who saw the program were extremely excited and pleased, and were the ones who donated the majority of the money needed to make the chiropractic documentary a reality.
The effectiveness of the documentary hinges on acquiring a large viewing audience, so that the public at large can learn about chiropractic and its important role in health care. Capturing the television audience is no small task. It requires scheduling multiple air times on numerous channels in the major media markets. Bawden and Associates, the CCF's internal marketing firm, was given the task to develop the television strategy and negotiate the air time.
The airing times for the documentary on cable television are:
| WTBS -- Turner Broadcasting | Sunday, March 3rd |
| 12am Eastern Time Coverage: 63 million subscribers | 11pm Central Time |
| 67% of US Households | 10pm Mountain Time |
| LIFE -- Lifetime | Sunday, March 3rd |
9am Eastern Time
| Coverage: 59 million subscribers | 8am Central Time |
| 62% of US Households | 8am Mountain Time |
| CNBC -- Cable NBC | Saturday, March 2nd |
| 12pm Eastern Time Coverage: 52 million subscribers | 11am Central Time |
| 55% of US Households | 10am Mountain time |
| 9am | Pacific Time |
Sunday, March 3rd
5pm Eastern Time
4pm Central Time
3pm Mountain Time
2pm Pacific Time
The air times of the documentary on the network affiliates in the 13 largest broadcast television markets are:
| New York -- FOX | Sunday, March 3rd -- 9am |
| Los Angeles -- KCOP | Sunday, March 3rd -- 10am |
| Chicago -- CBS | Sunday, March 3rd -- 12pm |
| Philadelphia -- WPHL | Sunday, March 3rd -- 9am |
| San Francisco -- KBHK Saturday, March 2nd -- 9am -- KOFY | Saturday, March 2nd -- 11am Coverage:; 2,317,300 Households | Sunday, March 3rd -- 12pm |
| Boston -- NBC | Saturday, March 2nd -- 7pm | |
| -- WSBK | Saturday, March 2nd -- 12pm |
| Washington D.C. -- CBS | Sunday, March 3rd -- 10:30am |
| Dallas -- KXTX | Saturday, March 2nd -- 10am |
| Detroit -- WGPR | Saturday, March 2nd -- 12pm | Sunday, March 3rd -- 2pm |
| Atlanta -- WVEU | Saturday, March 2nd -- 12:30pm |
| Houston -- NBC | Saturday, March 2nd -- 9am |
| Coverage: 1,561,530 Households | Sunday, March 3rd -- 4pm |
| Seattle -- KCPQ | Sunday, March 3rd -- 9am |
| Cleveland -- WBNX | Saturday, March 2nd -- 9am |
Now comes your part of the project. Inserted in this issue of Dynamic Chiropractic is a flyer designed for you to photocopy for your patients and community. Much of the hard work, time and money that went into developing the documentary and paying to get it aired will go for naught unless people know to watch. The more people who see our television documentary, the better they will understand and respect what you do, and what you can do for them. This can become a point of conversation between your patients and their friends and acquaintances.
Please find the enclosed insert, photocopy it and hand it out to as many people as you can: then watch "From Simple Beginnings..." and discuss it with your patients, friends and others with whom you come in contact.
This is the most comprehensive media campaign the chiropractic profession has ever embarked upon. We have the opportunity for over 500 million "impressions." (An "impression" in media/marketing parlance is when one person hears a particular message one time.) Please help your profession reach the greatest number of people.
After you have had a chance to view the documentary and talk about it with your patients, let us know how it affects your patients and your practice. Your participation is greatly appreciated.
Continuing to impress the advertising and marketing world, The Foundation for Chiropractic Progress (F4CP) has again been recognized by industry organizations for its excellence in educating consumers on the benefits of chiropractic, this time through social media, newsletters, and demonstrating thought leadership by promoting holistic well-being.
Dr. Louis Sportelli received the Lee-Homewood Chiropractic Heritage Award during the annual conference of the Association for the History of Chiropractic (AHC). During his nearly 60-year career, Dr. Sportelli has embodied the spirit of the award, given to “living individuals who have made outstanding contributions to the chiropractic profession.”
Presently there is no consensus on the best treatment for Achilles tendon rupture; and its management is still controversial. The treatment options are conservative treatment and surgical repair. With either treatment, be it conservative or surgical, Achilles tendon tears necessitate prolonged recovery and rehabilitative management.
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