CPA puts physiotherapy on ice in advertising initiative with Hockey Night in
Canada

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OTTAWA, Dec. 10 /CNW/ - The Canadian Physiotherapy Association (CPA) is putting physiotherapy on the ice in a new advertising initiative with Hockey Night in Canada. Through its commercial, the CPA hopes to make physiotherapy more accessible to the millions of Canadians who tune in each week.

The CPA advertisement made its television debut earlier this year during the Winter Olympics in Vancouver, BC, giving widespread exposure to the profession. Ninety two Canadian physiotherapists worked at the Games, and many of those same physiotherapists work with Canadian hockey players at both the professional and amateur levels, to treat injury, promote rehabilitation and prevent long-term physical damage.

Beyond the care physiotherapists provide to players, these health professionals are active behind the scenes in sport governance. Recent physiotherapy research has led to calls to eliminate bodychecking on young hockey players to reduce the risk of concussion.

Though the relationship between physiotherapy and professional sport is strong, the CPA is committed to promoting the benefits and accessibility of physiotherapy to all Canadians as well.

"Physiotherapists are an integral part of the health care continuum in this country," says Alice Aiken, PT, PhD, president of the CPA. "We want Canadians to know the range of services available, and how easy it is to access care."

The CPA's national TV ad features physiotherapists (members of CPA) providing hands-on treatment for a variety of health conditions in various clinical settings. The goal of the campaign is to broaden the public understanding of what physiotherapists do so that Canadians are able to choose physiotherapy services when appropriate.

The CPA ad will air during select regular season games, and will extend into the playoff action in May during National Physiotherapy Month.

Learn more and find a physiotherapist at www.physiotherapy.ca.

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For further information:

For information and interview, contact Tara Jackson, Public Relations Manager, Canadian Physiotherapy Association at 1-800-387-8679, x222, or [email protected]