The Foundation for Chiropractic Progress (F4CP) has won gold for its ChiroThon 2022, the three-day, telethon-style live streaming event launched at the Florida Chiropractic Association's The National last August. The F4CP topped the strategic communications, special-event category of the MarCom Awards, administered by the Association of Marketing and Communication Professionals (AMCP).
The MarCom Awards is an international creative competition for marketing and communication professionals, with both print and digital entries. The 2022 competition featured more than 6,000 entries from 45 countries.
"Our team worked really hard on launching the first-ever "ChiroThon," said Sherry McAllister, DC, foundation president. "We were rewarded with a worldwide audience of more than 85,000 viewers participating through various streaming platforms, as well as generous donations, sponsorships and new members joining our nonprofit. Winning a MarCom Gold is the icing on the cake that makes it even more gratifying."
ChiroThon attracted 50 new members to the foundation and raised more than $175,000 for chiropractic care awareness and outreach – primarily via new video commercials, according to the F4CP. The "I Know Pain" commercial featured during the Summer Olympics earned four awards: gold at the Telly Awards, gold at the Viddy Awards, honorable mention at Ragan's PR Daily Awards, and bronze at the Digital Health Awards.
Building on a historic March 2026 meeting between Make America Healthy Again and chiropractic leadership, MAHA has announced the launch of the MAHA Chiropractic Hub, “a coordinated national partnership uniting MAHA Center, MAHA Action, and the chiropractic profession, including national associations, state organizations, practitioners, educators, researchers, and patient advocates. The Chiropractic Hub will advance federal policy, expand patient access, and build broad public support for chiropractic care across America.”
The chiropractic profession is confronting one of the most significant federal regulatory threats it has faced in decades. A new U.S. Department of Education (ED) accountability framework – commonly referred to as the “Do No Harm” (DNH) regulation – could place many chiropractic programs at risk of losing access to federal financial aid (student loans), potentially reshaping the future of chiropractic education and workforce development across the United States.
Pain has become the dominant language of musculoskeletal healthcare. Numeric pain-rating scales and symptom reports are routinely used as primary indicators of clinical success. But while pain reduction is meaningful, it is an incomplete and often misleading representation of recovery. This has real consequences for patient adherence, long-term outcomes, and how conservative care is perceived within the broader healthcare system.
