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DO Brand Campaign

You can access the Brand Awareness Toolkit through this link 


From the AOA
October 30, 2015

The osteopathic brand awareness campaign is live!


If you attended OMED, you may have seen the billboard near Orlando airport and display ads in the airport terminal and baggage claim areas. The digital “pre-roll” videos are running; paid search on Google and Yahoo!/bing is active; and the first print ads are beginning to appear.

Check out our ad on page 83 of the Nov. 9 issue of People magazine! Print ads will also appear in the December issues of O magazine, Parents, Parents Latina, Men’s Health, Women’s Health, Runner’s World and Yoga Journal (all on newsstands in November). We’ve also negotiated value adds with our partners that are giving the osteopathic profession visibility at events like this weekend’s New York City Marathon.

We encourage affiliate partners to help raise visibility of the campaign in the osteopathic community by sharing ads and videos with your members at events, through your digital/social media channels, and using banner ads on your website and email signature. As this is a consumer campaign, please post/comment about the campaign on your personal social media channels and encourage family and friends to visit to learn more or find a DO. Information and links to campaign assets are included in the campaign toolkit (toolkit will appear in "Downloads" folder).

The Out-of-Home (OOH) aspect of the campaign, scheduled to run from February through April 2016 with billboards and transit signs in a few designated markets, is still in development. Affiliates will have the opportunity to partner as brand ambassadors for the national campaign, including options to “heavy-up” the campaign with OOH in their local markets. Details on opportunities will be coming soon.

IMPORTANT: It’s crucial that you share campaign assets just the way they are. The reason? We have carefully created a campaign grounded in market research. The messaging, imagery (including photographic style), graphic approach, tone and manner have all been thoughtfully assembled to ensure we have a unified voice that allows us to achieve our communications goals.

The entire profession will benefit from synergy between these like-elements, as they will allow us to optimize impressions and impact, and get maximum value for our investment.We’ll use market research to track the campaign’s progress against our goals, and uniform creative elements are necessary to ensure proper measurement and evaluation.

In a future phase, we will consider opportunities for affiliate partners to extend the campaign using their organization’s identity/logo.

We welcome your feedback and observations about the campaign. Please email us at Thanks!

DO Brand Campaign

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