From Bulldog Award to... WhatCanBe Award

Remember over a year ago the bulldog award?  I know I wasn't too impressed with the efforts of that company.

Now, over a year later, we have... the WhatCanBe Award.  I'm thinking Deborah Myers (along with her team) at CRT/tanaka is quite deserving of the award for her work and creativity.  For those of us present at CSM 2009, we saw the brand that was launched.  Via the APTA website, you have to be a member to see the video we all saw.  Well.. it is a YouTube video, so hello... it is public.  For those of you interested and NOT members, here it is:  Move Forward video.   Along with the video is a consumer website that is beneficial for ALL physical therapists.  This website is Move Forward.  

A much better message is being delivered to consumers.  If I were a consumer who was unaware of physical therapists and the role a physical therapist could have for me, I believe this current work better depicts the role of physical therapists.  The video tells a story which will emotionally involve consumers. 

Personally, I'd hack out the "hero" thing... The "hero" thing is too much of an abrupt change from focusing on the patients and the patients' stories to the physical therapist.  It's almost like the video is connecting 2 separate messages 1) the role a physical therapist can have and 2) come be a physical therapist and be a hero.  Too bad there wasn't a short video clip of someone with obvious back pain.  Physical therapists treat a lot of people with back pain.  A seed could have been planted to consider a physical therapist for resolution of back pain.

Overall, if I were to rate the brand and the work put forth thus far, I'd give it a solid 8 out of 10.  What do others think?

~Selena