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Dynamic Chiropractic – June 17, 2011, Vol. 29, Issue 13

New Projects Further the FCP Mission

By Kent Greenawalt

The Foundation for Chiropractic Progress (FCP) has implemented several initiatives to further its mission to provide education and generate widespread positive press for the chiropractic profession.

The FCP remains the architect of the longest-running public awareness campaign for the chiropractic profession and has achieved much success. Through new research studies, work within the business community and an aggressive media campaign, the FCP is expanding to do even more. Here is an update on some of the foundation's latest projects and outreach efforts in support of chiropractic.

Positive Press: Decreasing Hamstring Injuries in Professional Cheerleaders

The foundation recently distributed a press release regarding a new JMPT study, The Effects of a Closed-Chain, Eccentric Training Program on Hamstring Injuries of a Professional Football Cheerleading Team." [This study appears in the March-April 2011 issue of JMPT; review the complete abstract in the June 3 DC.] The study concluded that the closed-chain hamstring exercise intervention, as provided by a chiropractor, greatly reduces hamstring injury and associated pains among professional cheerleaders.

This season-long research is recognized as the first-ever professional cheerleading study to be published in a peer-reviewed journal. In addition to this release, the foundation has designed a correlating advertisement to be featured in the July/August issue of American Cheerleader, an industry-prominent magazine with a readership of 1.1 million.

Networking With the Business Community

The foundation recently distributed two other press releases supporting the cost-effectiveness of chiropractic care. Both help to strengthen the FCP's discussions within the employer community. The releases highlight the findings of two significant studies, "Manipulation or Microdiskectomy for Sciatica? A Prospective, Randomized Clinical Study" and "Health Maintenance Care in Work-Related Low Back Pain and Its Association With Disability Recurrence."

Foundation representatives also met with Andrew Webber, president/CEO of the National Business Coalition on Health (NBCH), to discuss ways in which the FCP and his organization can work together to increase the profession's exposure within the business community. The NBCH is a coalition of employers and health groups, and the foundation is currently enrolled as a member.

White Paper Sponsorship: Chiropractic Care in the Medical Home Model

The foundation is developing a white paper focusing on the role of the chiropractic doctor in the emerging medical home model. Medical homes are an important component of Accountable Care Organizations (ACOs) and will be key to virtually all arrangements for health care delivery under the anticipated reforms. The foundation is also considering sponsorship of an NBCH program in the fall to showcase both papers.

Latest Radio and TV Spots

The foundation has produced both 30- and 60-second radio PSAs featuring NFL Hall of Famer and FCP spokesperson Jerry Rice. In addition, the FCP has spearheaded the production of two new TV spots about fibromyalgia and nutrition. The fibromyalgia PSA was recently released and the nutrition PSA is expected to be released later this summer. To view or listen to the foundation's PSAs, visit www.f4cp.com. Remember that as a monthly contributor, all PR material is available for your personal use.

Super Bowl MVP's Chiropractic Connection

As shared in an FCP press release, Super Bowl MVP Aaron Rodgers, quarterback of the Green Bay Packers, is very familiar with the benefits of chiropractic care, as his father is a practicing DC in northern California. The foundation also prepared a print advertorial regarding this connection and distributed it to more than 10,000 newspapers nationwide.

Response to the L.A. Times

The foundation continues to strengthen its mission by aggressively responding to articles in prominent publications that do not mention chiropractic care as a possible treatment. Recent letters to the editor have been sent to the Seattle Times and Sacramento Bee in response to an article addressing the strenuous effect the military's protective gear has on our soldiers, and another to Time magazine regarding an article on chronic pain specifically associated with fibromyalgia. Most recently, FCP spokesperson Dr. Gerard Clum submitted letters to the editors of the L.A. Times (regarding an article addressing the complications of low back pain) and The Wall Street Journal (regarding its article on tension headaches).

Military Corner

The FCP has developed a section of its Web site devoted to providing information to doctors, members of the military, including veterans, about access to chiropractic care in the armed services and Veterans Administration. Doctors and their patients will find the featured information useful in learning about and handling these important issues.

Significant FCP Contributors

The foundation would not be able to continue without the generous contributions of each and every donor. We wish to thank the following recent significant contributors: Standard Process distributors – $467,263 (since their initial pledge in 2003); World Congress of Chiropractic Students – $500 annually; and the South Dakota Chiropractic Association – $12,500.

A number of chiropractic colleges have also been longtime significant supporters of the foundation. Below is a list of all colleges that have already indicated a recommitment for 2011:

  • Canadian Memorial Chiropractic College
  • Life University
  • National University of Health Sciences
  • New York Chiropractic College
  • Northwestern Chiropractic College
  • Palmer College of Chiropractic
  • Southern California University of Health Sciences
  • Western States Chiropractic College
  • Logan Chiropractic College
  • Bridgeport Chiropractic College
  • Parker Chiropractic College
  • Cleveland Chiropractic College

As my late father, Dr. Monte Greenawalt, used to say, "You can't give yourself into poverty." I believe in supporting good causes that do important work to help others. This is one of the reasons I established the Foundation for Chiropractic Progress. I know how special chiropractic care is and how much it can help people – especially those who feel hopeless after other forms of health care have failed them.

I wanted to find a way to increase public understanding regarding the benefits of chiropractic care, and I believe in the foundation's message and mission. I would not ask you to contribute to a cause that I did not believe in wholeheartedly! In fact, since 2003, my company, Foot Levelers, has contributed more than $1.1 million, a portion of which is earmarked to cover all foundation overhead expenses. This allows for every dollar donated to the FCP to go directly into our public-relations campaign.

FCP as a Charitable Contribution: The Foundation for Chiropractic Education

The Foundation for Chiropractic Progress has been approved as a 501(c)(3) charitable foundation. Known as the Foundation for Chiropractic Education, this organization complements the efforts of FCP, 501(c)(6), in educating the public regarding chiropractic care. Like the FCP, all monetary support collected will be used for public-relations activities only.

Due to its 501(c)(3) status, all its donations are treated as charitable contributions by the IRS. If you are currently contributing through a chiropractic business, you have the option of deducting the contribution from either the 501(c)(6) or 501(c)(3). Consult with your financial representative to determine which opportunity is best for you.

How You Can Help

We reached 1 billion positive messages in 2010 alone, but we're just getting started. For more information regarding the foundation's upcoming projects, a list of current contributors or to learn more on how to help spread awareness, visit www.f4cp.com or call 1.866.901.F4CP (3427). Join our efforts and contribute each month at whatever level is comfortable. The foundation will continue to grow and provide more positive press as more doctors join as monthly contributors. And if you are already a member, reach out to your colleagues and ask them to join you. The success of the foundation is your success!


Contact Information:
Foundation for Chiropractic Progress
P.O. Box 560 Carmichael,
CA 95609-0560


Click here for previous articles by Kent Greenawalt.

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