|Winner: American Academy of Orthopaedic Surgeons
Title of Entry: 2012 AAOS Public Service Campaign – “Sedentary”
Location: Rosemont, IL
American Academy of Orthopaedic Surgeons
Category: 139. PSA
How do you get kids off the couch and away from their video games, computers, and television? That was the problem facing the American Academy of Orthopedic Surgeons. A sedentary lifestyle leads to health problems. Without physical activity (a recommended 35-60 minutes a day) a child will not build strong bones setting them up for health problems as adults. To ring the alarm, the AAOS produced a PSA targeting parents. The PSA, which may hit a little too close to home for some people, cleverly contrasts an obese child with his slightly infirmed grandmother. The directing and acting are very strong and as good as most prime commercials seen on national television. The cinematography also is exceptional bringing to life what might otherwise be staid scenes. The result is both funny and sad delivering a strong message to the core audience.