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Distracted Walking – 2016 Public Service Announcement 

March 3, 2016

Distracted Walking

The American Academy of Orthopaedic Surgeons (AAOS) today unveiled its 2016 public service announcement (PSA) campaign which will be distributed to more than 8,000 media outlets across the country. This year’s multimedia program—television, radio and print PSAs—warns Americans on how to prevent serious injuries, and promotes:

  • The dangers of distracted walking;
  • The importance of safe, proper ladder use;
  • The significance of bicycle-riders and drivers sharing the road; and
  • Support for spine-related impairment research.
Distracted Walking

“The American Academy of Orthopaedic Surgeons champions the interests of patients by promoting and advancing optimal musculoskeletal health, injury prevention, and the highest quality patient treatment and care,” said AAOS President Jerry Williams, MD. “This year’s PSAs highlight four important safety topics aimed at elevating public awareness—from sprains, tears and fractures to getting the proper treatment for spine-related impairment.”

“We are a multi-tasking society but that behavior can impair our ability to get from point A to point B safely,” said Dr. Williams. “Texting, music playing, and technology-distracted pedestrians also are posing a significant public risk to themselves and to others,” added Dr. Williams. “This year’s TV ad uses humorous video to highlight the serious dangers of distracted pedestrians. In addition, our print and radio advertisements promote research for spine-related impairment for veterans, bicycle safety and the potential dangers of falling from a ladder—serious health issues that injure tens of thousands of Americans each year.”

Digital Deadwalkers” television PSA
“This is the city where danger lurks,” says the announcer in the “Digital Deadwalker” television PSA, as people jump out of the way, ladders get backed over, and drivers slam on their brakes.

After much destruction, the source of the chaos is finally revealed: a distracted walker focusing on his phone, instead of the people, cars and obstructions around him. When he nearly collides with an older couple, the woman stops him and says: “Dude. Engage!” The PSA directs viewers to for more information and safety tips.

“The Academy is committed to increasing the public’s awareness of bone and joint health conditions,” said Alan Hilibrand, MD, AAOS Communications Cabinet Chair. “The theme of these ads is simple, although orthopaedic surgeons treat bone and joint injuries, we also try to prevent these injuries by raising public awareness of dangerous activities that put people at risk for musculoskeletal injury. Our PSA campaign provides us an opportunity to promote timely and relevant musculoskeletal messages to past, present and future patients with the goal to educate and inform the general public about the value of orthopaedic care.”

Read More – Source: Orthopaedic surgeons address the risks of distracted walking in 2016 public service announcement – Yahoo News

SOURCE American Academy of Orthopaedic Surgeons

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