This advocacy print ad, aptly named "Anatomy", created for The American Academy of Orthopaedic Surgeons was placed in multiple Capitol Hill publications, such as POLITICO and The HIll. The ad reached DC policy makers, reminding them of the value of Orthopaedic Surgeons, not only for their ability to improve a patient's quality of life, but also for the economic impact they affect through their patients' expedient return to work after surgery.
The ad notably won Best of Category – Print, and a Gold Addy in the Consumer Publication Category, at the 2015 American Advertising Awards – DC. In addition, it received an Outstanding Advertising Award from POLITICO for its run in October of 2013. This award is recognized by outstanding readership response, measured against all other ads appearing. "Anatomy" scored highest in the Health Care Category and received the second highest ad recall overall.
The ad achieved the desired effect for the bone and muscle doctors — high visibility, and active involvement with policy makers on Capitol Hill.