American College of Physicians: Internal Medicine — Doctors for Adults ®

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In second year, education campaign targets overweight baby boomers

From the September 1998 ACP-ASIM Observer, copyright © 1998 by the American College of Physicians-American Society of Internal Medicine.

Overweight Americans are a new focus of the College's education campaign.

The College's campaign, "Internal Medicine. Doctors for Adults," is entering its second year with a message urging overweight baby boomers to see an internist for a checkup.

The theme piggybacks on the new guidelines from the National Heart, Lung and Blood Institute. According to the guidelines, 97 million adult Americans—including about 40 million baby boomers—are overweight or obese. The guidelines urge internists to measure body mass index and waist circumference to identify overweight patients.

According to College Regent Sandra Adamson Fryhofer, FACP, a campaign spokesperson, "Anyone who has gained more than 25 pounds since age 18 must see a primary care physician, and we recommend an internist, a doctor for adults. We can screen for early disease and nab it."

The education campaign will continue to feature the nostalgia theme employed by last year's ads, but it will also focus on the role of subspecialty internists. Ads will appear in national magazines such as Time, People and Newsweek this fall. In addition, television advertising will be tested in Pittsburgh and radio advertising will be tested in Memphis, Tenn.

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