By Massage Therapy Canada
Aug. 14, Evanston, IL – The American Massage Therapy Association (AMTA) consumer awareness program, launched earlier this year in the spring, entered a new phase on August 13, with a special health care focus and targeted advertising.
By Massage Therapy Canada
The AMTA Massage
Therapy Tour will take its message of “massage therapy for health”
to the Duke University Integrative Medicine Center for Living, with a
collaborative health education fair at the Durham, North Carolina center.
Meanwhile, the association launches targeted advertising beginning August 13 in
six metropolitan areas. This follows a major tour stop in New York City
that reached a total of nearly one million people.
August 18, AMTA and the Duke University
Integrative Medicine Center for Living will hold a free educational
fair on the health benefits of massage therapy and AMTA volunteers will provide
free five-minute demonstration massages. The emphasis will be on the
health benefits of massage to help relieve back pain, and pain from
osteoarthritis of the knee, and improving the quality of life in patients with
fibromyalgia. Duke Integrative Medicine Center researchers are currently
studying the effects of massage on osteoarthritis of the knee and will be
on-hand to discuss this major research study taking place at the Center.
Initial research at the Center was included in AMTA’s Research Roundup
released to news and health care media in May.
August 13, AMTA’s targeted radio and newspaper advertising began in those areas
where the Massage Therapy Tour has visited. Over several weeks, these
will include advertising on top radio stations in Chicago, Columbus, Boston,
Philadelphia, New York City and Raleigh, as well as print ads in major metropolitan
newspapers. Readers will see ads in the Chicago Tribune, the Columbus Dispatch, the Boston Globe, the Philadelphia Inquirer and the Raleigh News &
to follow both AMTA’s Massage Therapy Tour, media stories resulting from AMTA’s
outreach, and to see and hear AMTA’s advertising.
made a multi-year commitment to ongoing promotion of massage therapy to
consumers as an important part of their health. So far in 2012, the
association has released a Research Roundup to media outlets throughout the
country, reaching tens of millions; expanded its media relations efforts to
engage national and local media to educate the public on the health benefits of
massage therapy; launched a direct consumer involvement program with AMTA’s
Massage Therapy Tour in the upper Midwest and East coast; and, now expanded
advertising in targeted markets. AMTA’s consumer awareness program will
continue as the association holds its national convention the first week of
October and pick up more momentum with National Massage Therapy Awareness Week