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One assumes physicians are relatively smart people. And advertising isn’t brain surgery. Yet, this print PSA, co-produced by the AAOS (American Academy of Orthopaedic Surgeons and the AAP (American Academy of Pediatrics) is one of the absolute dumbest pieces of communication I’ve ever seen. It looks a 3rd grader from the special class did it. From the atrocious layout to the asinine headline to the awful illustration of children of yesteryear to the…what the FUCK does this visual even mean? Why is a basketball game being held on a see-saw? And teeter-tottering isn’t exactly a great fat-reducing activity. And the dire headline: …”like their lives depended on it.” Well, for the very small percentage of kids who played Russian roulette, I guess that’s true.