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A new OCA television ad hit the airwaves on several Canadian television networks targeting health care consumers aged 35-plus. 
 
Airing in May, the ad was developed to align with OCA’s strategic goals of defining, sustaining and advancing the profession. The ad also positions chiropractors as part of the family health care team. The association’s External Relations team began working with advertising agency Anderson DDB in the fall of 2010 to establish a refined and realistic creative plan and a clear communication objective.
 
The resulting 30-second spot primarily targets adults between the ages of 25 and 65 who suffer or have suffered from musculoskeletal pain, with other health care professionals (particularly MDs and Registered Nurses) as a secondary target. Using a sophisticated animation technique to convey the end benefit of chiropractic care — that treatment helps people get back to leading an active lifestyle and doing the things they love — the ad emphasizes an evidence-informed approach and positions chiropractors as integral and respected members of Ontario’s health care system. 

In selecting this concept, OCA conducted qualitative market research to test four different creative concepts. The goal of the research was to maximize the impact and effectiveness of the spot in clearly communicating the ad campaign’s main message. The research subjects included male and female back and/or neck pain sufferers, including current chiropractic users, lapsed users and non-users, as well as family physicians who referred patients for chiropractic care and who did not refer. The chosen concept was found to convey a meaningful and relevant set of messages in a professional, medically credible way, and its appeal spanned all patient groups (users, lapsed and non-users, men, women) as well as physicians.

“An intelligent ad,” said one of the physicians interviewed. “[It] speaks to the scientific side of it [for the] general population.”
  
The ad is slated to air throughout the month of May on conventional television stations and specialty television networks. Among the programs included in the buy are Connect, Power and Politics and The National on CBC News Network; Real Housewives and Rich Bride on Slice; Cracking Antique and Disaster DIY on HGTV; House and Survivor on Global television; Breakfast Television on CP24; and American Idol on CTV. There is also a social media component to the campaign, which includes Facebook.
 
“We’re very excited to roll out the campaign, which is the culmination of a great deal of effort by the OCA and Anderson DDB team,” says OCA President Dr. David Brunarski. “This is an ad that is very much aligned with the strategic direction of the OCA and, making use of television and social media is an exciting way to get our message out to our stakeholders.”