American Physical Therapy Association (APTA)
PT For Future Me: Redefining Physical Therapy’s Proactive Role in Health Span
Portfolio
Physical therapy is still widely seen as reactive, something people turn to only after they’re hurt, despite its proven ability to prevent injury, manage chronic conditions, and preserve mobility. That view limits public understanding of what physical therapists can actually do. The American Physical Therapy Association (APTA) partnered with BRG to reposition physical therapy as an essential, proactive part of everyday health.
How We Did It
- Built a platform around behavior. PT For Future Me reframed when and why people seek physical therapy
- Stayed always on. An ongoing earned media strategy placed physical therapy inside conversations on prevention, aging, and performance
- Met audiences where they were. A cross-channel strategy spanning streaming, podcasts, social, and video
- Brought in trusted voices. Partnerships with credible healthcare figures broadened reach and credibility
The Impact
The campaign drove more than 3,500 media placements and 2.5 billion+ impressions, with 80+ interviews across NPR, CBS, TODAY, AARP, Parade, and National Geographic. Activations on creator-led podcasts, like with Bethenny Frankel, Ed Helms, Jennie Garth, Tori Spelling, and Julian Edelman extended the message further. The flagship video Stronger for Life topped 1 million views, streaming on Hulu and Disney+ and airing during commercial breaks on Good Morning America, The Today Show, and CBS Mornings.
Expertise:
Media Relations; Influencers; Paid Media; Social Media
About American Physical Therapy Association (APTA):
APTA is a nonprofit representing more than 100,000 members, including physical therapists, physical therapist assistants, and students of physical therapy. Its mission is to advance the profession, improve patient care, and enhance public awareness of physical therapy’s role in health care.
