Chiropractic Foundation’s “I Know Pain” Olympic TV Commercial Wins Four Industry Awards


The Foundation for Chiropractic Progress (F4CP), a non-profit organization dedicated to educating the public about the value of chiropractic care, won four Video Excellence Awards in 2021 for its 30-second TV commercial “I Know Pain », Which aired for the first time on CNB stations during the Summer Olympics.

“We wanted to make an impact with our first national television commercial to engage viewers on how chiropractic care can improve their health and even change lives,” said Sherry McAllister, DC, President of F4CP. “However, we weren’t expecting this overwhelming recognition from the industry or any accolades in prestigious competitions that attract the world’s biggest brands. We are honored by this recognition, but even more delighted that television advertising has a so large number of viewers around the world and continues to generate so much interest in chiropractic care from online traffic.

The Summer Olympics ad, featuring former Olympian, now Doctor of Chiropractic (DC), Dr. Erica Witter Davis, aired 25 times during the event and has been seen by approximately 209 million viewers in 58 countries. Thanks to the generous sponsorship of the National Board of Chiropractic Examiners (NBCE), the ad had a ripple effect online, resulting in more than 1.2 million impressions on the F4CP website. Additionally, it generated 500,000 social media views, created over 400,000 impressions from in-app marketing ads with chiropractic colleges promoting a career as a DC, and drove traffic to the Find Directory. -A-Doctor of F4CP.

TV awards
The top prize was a gold medal at the Telly Awards in the General Nonprofit Online Advertising category. The Telly Awards were founded in 1979 to honor excellence in local, regional and cable television commercials and annually feature the best work created on television and through video, for all screens. Receiving more than 12,000 nominations from 50 states and 5 continents, the Telly Award winners represent the work of some of the world’s most respected advertising agencies, TV stations, production companies and publishers.

Viddy Prize
“I Know Pain” also won a gold medal at the Viddy Awards, which recognizes excellence in all aspects of video production. The competition is administered and judged by the Association of Marketing and Communications Professionals and attracts tens of thousands of entries from over 100 countries, making it one of the largest competitions in film history and of the video.

Ragan Daily Public Relations Awards
The ad won an honorable mention in the video category of PR Daily’s 2021 Nonprofit Communication Awards. The award honors individuals, teams and organizations whose campaigns, partnerships and projects have helped raise awareness of important causes, initiatives, organizations and programs.

Digital health award
Finally, “I Know Pain” won a bronze medal at the fall edition of the Digital Health Awards. Organized by the Health Information Resource Center, a clearinghouse for professionals working in the areas of consumer health, the awards recognize high-quality digital health resources for consumers and healthcare professionals.

“I Know Pain” was produced by Sinema Films, a leading commercial production company based in New York and Los Angeles. The 30-second quick story begins with Dr Witter-Davis in a tracksuit running down a city street, describing how chiropractic care got him to compete in the 2000 Summer Olympics in Sydney, which inspired her to change careers later to become a DC caring for today’s Olympic athletes. The ad also prompts viewers to visit the “Beyond the Pain” website which has information on chiropractic care, finding a CD as well as career information.

“Our ad perfectly sums up the Foundation’s message that chiropractic care not only relieves neuromusculoskeletal pain and improves mobility, but also improves athletic performance,” said Dr. McAllister. “The message is conveyed by the voiceover of Dr. Witter-Davis as well as the fast moving images and constant movement throughout the advertisement, indicating energy and vitality. The content is certainly eye-catching, but also filled with excitement and drama that ends in an inspiring resolution.

About the Foundation for the Advancement of Chiropractic
A non-profit organization with more than 29,000 members, the Foundation for the Progress of Chiropractic (F4CP) informs and educates the general public about the value of chiropractic care provided by doctors of chiropractic (DC) and their role in the pain management without medication. . Visit; call 866-901-F4CP (3427).

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