American Physical Therapy Association

Choose to Move

At a time when pain management often comes with a prescription pad and a warning label, the American Physical Therapy Association (APTA) set out to tell a different story—one grounded in movement, not medication.

CREATIVE/BRIEF

Raise national awareness. Shift public perception. And position physical therapy as a proven, accessible, and non-addictive solution for chronic pain relief.

CHOOSE PT

BIG/IDEA

This series of PSAs delivered a focused message: physical therapy works. No prescriptions. No side effects. Just long-term, evidence-based care that restores function and puts people back in control. Each PSA leaned into emotional clarity and visual authenticity, helping audiences reimagine pain treatment not as a pill to swallow, but as a path to walk—guided by a physical therapist.

ONE IN FIVE

BROADCAST/PSA

CHOOSE TO MOVE

With a modest production budget of $150,000/spot, each PSA was crafted with precision and purpose, balancing creative quality with fiscal responsibility. The campaigns launched nationwide, with a multi-platform distribution strategy designed to maximize reach—television, digital, and out-of-home placements ensured the message met people wherever they were in their pain journey.