What better way to educate the public on the benefits of chiropractic care than with a television commercial aired during the most-watched sporting event in the world. That's exactly the scenario set to take place during next year's Summer Olympic Games in Tokyo, Japan, courtesy of the Foundation for Chiropractic Progress and with significant financial support from the National Board of Chiropractic Examiners.
At the Florida Chiropractic Association's The National in late August, the foundation announced it is developing a 30-second commercial that will air five times during the televising of the 2020 Summer Olympics. As part of the celebration of chiropractic's 125th birthday, the commercial will "serve to both inspire athletes and others to consider a career as a doctor of chiropractic (DC), as well as motivate consumers to seek chiropractic care for themselves and their family," according to the F4CP. A former Olympic athlete-turned doctor of chiropractic will be featured in the commercial.
The National Board of Chiropractic Examiners is partnering with the foundation to purchase the spots during the 2020 Olympics. These will air on five weekdays between noon and 5 p.m. EST, reaching more than 23 million U.S. households. Without the financial support of the NBCE, this historic effort would not be possible.
The foundation notes that as of press time, other chiropractic vendors, organizations and individuals have also pledged support, including the International Chiropractors Association, Foot Levelers, Standard Process, NCMIC, Scrip Hessco, Activator Methods, Performance Health, PayDC, Chirohealth USA, iSleep, Sidecar, and ABC Clinics. Chiropractic colleges are also pledging support and will have the opportunity to customize and air the commercial in their local markets, according to the foundation.
"There is no better time than now to showcase the value that chiropractic offers, both professionally and as a patient, which is why we fully support the historic development of an Olympic commercial," said Norman Ouzts Jr., DC, chief executive officer of the NBCE. "Taking chiropractic to over 23 million households during such a monumental event grants the profession access to millions of consumers and builds the connection between what a rewarding career in chiropractic looks like, and how individuals can utilize chiropractic care to maintain optimal health."
Added F4CP Chairman Kent Greenawalt: "For years, the Foundation has [dreamt of pursuing opportunities of this grandeur for the profession. ... We are going for the gold, and are pleased to showcase chiropractic care to the world during the highly televised 2020 Summer Olympics."
The 2020 Summer Olympics will take place July 24 – Aug. 9. Look for additional details in DC on the foundation's TV commercial and how the chiropractic profession can support it as this historic project moves forward.
When sports chiropractors first appeared at the Olympic Games in the 1980s, it was alongside individual athletes who had experienced the benefits of chiropractic care in their training and recovery processes at home. Fast forward to Paris 2024, where chiropractic care was available in the polyclinic for all athletes, and the attitude has now evolved to recognize that “every athlete deserves access to sports chiropractic."
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