The big picture

When the American Academy of Physical Medicine and Rehabilitation (AAPM&R) asked c|change to help create a campaign that would foster a sense of unity among physiatrists and showcase the amazing work they do, our first task was to gain a thorough understanding of the specialty. As a medical field, physical medicine and rehabilitation (PMR)—or physiatry—focuses on the whole person. Physiatrists evaluate and treat injuries, illnesses, and disability. As experts in designing comprehensive, patient-centered treatment plans, physiatrists themselves tend to be incredibly dedicated and patient-focused. We designed a series of tactics around bringing this diverse specialty and its practitioners together.

Worldbuilding in action

Video: Physiatry is More Than

Patients are the priority—the common denominator—among all physiatrists. The intent for our video created for the PM&R Annual Assembly was to tell a story that would resonate emotionally with physiatrists across the specialty. We made patients the focal point, and embraced the diversity of the specialty by representing the varying patient populations that physiatrists treat. Each person signing the wall was also featured telling his or her story on the website.

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Website and Identity:

The next step was to amplify the campaign online to reach the 11,000+ physiatrists around the country. The site includes information about what physiatrists do and how to find one, a video library showcasing real patient stories, and interviews with practitioners in different specialties to celebrate the culture of physiatry. Above and beyond that, it gives physiatrists a unified platform to share in each other’s stories and work.

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Social Component:

To give physiatrists across the US a way to connect, we brought the campaign to social media with the #pmrismorethan tagline and hashtag. An embedded social media aggregator displays tagged posts as a feed on the pmrismorethan.org home page, maintaining a sense of unity and continuity between tactics.

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Annual Assembly:
Theme and assets

With the brand identity in place, we translated the organization’s values and guiding principles into signage, T-shirts, booth design, and other materials for the 2016 AAPM&R Annual Assembly. We look forward to doing the same in fall 2017.

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Making an Impact

In its first ten weeks alone, pmrismorethan.org saw more than 7,300 visitors—6,175 unique page views, for an average of nearly 90 per day. The campaign’s video library garnered a combined 1,641 views on YouTube, and the Physiatry is More Than video itself was viewed nearly 2,000 times on Facebook. As the campaign progresses, the #pmrismorethan hashtag is steadily gaining traction on Twitter and Facebook. Physiatrists regularly tag press coverage and events celebrating their work on behalf of the specialty, creating a strong sense of community among their peers. We’re looking forward to amplifying the message in the coming year with new tactics.

The world through our eyes

What comes first, the story or the world?

Brands may be putting the cart before the horse.

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Great things happen
when our worlds collide

Let's put our heads together.

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