Pacific Coast Society of Orthodontists Bulletin Spring 2022 - 12

PCSO News and Events
Trustee Report
The Importance of Communication
and Connection
Communication, and with it connection, is always
at the forefront of the AAO. Public and member
communications comprise one of the three strategic
initiatives of our strategic plan (along with advocacy/
unity and discovery/innovation).
Dr. Trista Felty
AAO Trustee
Speaking of connections, the Winter Conference held
in Orlando, Florida, was our first official in-person
meeting in almost two years. More than 300 members
attended the meeting in person, and we also had
more than 350 members join in virtually. The weather
may have been unseasonably cold while we were
there, but it was a great opportunity to reconnect in
person with our peers (and have some fun at Universal
Studios as well!). As we look forward to the Annual
Session in Miami, we know that in-person and virtual
components of our events are here to stay, allowing
members to access our programs from near and far.
" Communication-the
human connection-is the
key to personal and career
success. "
-Paul J. Meyer
When we talk about communication, it ranges from
our public-facing Consumer Awareness Program
(CAP) to our member-directed messaging. The CAP
has recently launched its newest video ad, Serial
Straighteners, which is a tongue-in-cheek look at how
orthodontists are perfectionists both in and out of the
office. As the video closes, the voiceover states, " When
it comes to straightening, we're the experts. Find an
orthodontist near you at AAOInfo.org. " I think that this
is my favorite video to date and a credit to the hard
work of the Council on Communications and the AAO
marketing department.
But beyond recognition from our members, the
CAP, along with our communication and marketing
departments, have garnered numerous professional
awards over the past years. The previous CAP
campaign, Happy Mouth Now, won two American
Advertising Awards (ADDYs) in 2021. The AAO also
won three Association Trends (TRENDY) awards in
2021 for Weekly Communication (eBulletin), Membership
Promotion Kit, and Convention Promotion
Package. Most recently, The Almost-Right Person
campaign took home not one but five Gold ADDYs in
Best Art Direction, Cinematography, Editing, Regional
Commercial, and Best of Show for craft. In addition,
the AAO has been nominated for three awards at
the 2022 Association Trends TRENDY Awards in the
following categories: Best Product Launch (Wharton
AAO-MBO Program), Best Video (The Precocious Kid),
and Membership Promotion Kit or Campaign (AAO
International Member). The award ceremony will
take place in Washington, DC, on March 11. Our CAP
has grown significantly since its inception, both in its
effectiveness in delivery and in content development.
We now have three separate award-winning CAP
campaigns!
One upcoming program that brings both communication
and connections is the Member Interest
Groups (MIGs). MIGs are very common within
professional associations, as they bring together
subsections of members based on their individual
interests and focuses. Thus, although the AAO is a
professional association for orthodontists, there are
more specific interests that certain segments of the
membership would benefit from collaboration and
learning from one another. There are three main
goals of MIGs:
1. Enhance member engagement: This will be
accomplished providing an environment, both
virtually and in-person, that allows for and encourages
ongoing collaboration.
2. Address members' professional needs: MIGs
will be created based on topics that are of highest
interest or need to members according to their
feedback, requests, and other data collected by
the AAO.
3. Be inclusive: MIGs provide an opportunity to
engage with unique member segments and
demographics, and all members will have the
opportunity to propose new groups for consideration.
Each
MIG will have its own Facebook group, which
members can join and interact in. Much like the
orthodontic Facebook groups of which many of you
are part, MIG Facebook groups will allow members to
engage in discussions in real time and from anywhere.
Of course, there is nothing quite like the interaction of
a face-to-face meeting, so each MIG will also be able
to meet in-person at the AAO Annual Session, starting
at the 2022 Annual Session in Miami Beach. These
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PCSO Bulletin Spring 2022
Pacific Coast Society of Orthodontists Bulletin Spring 2022

Table of Contents for the Digital Edition of Pacific Coast Society of Orthodontists Bulletin Spring 2022
