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Marcus Thomas and client Akron Children’s have partnered on an initiative that simultaneously protects kids from the sun and screens for scoliosis. The initiative, called SpineScreen, will take over one of the most popular and largest beaches in Cleveland, Ohio, in July to increase early detection of scoliosis and raise awareness of Akron Children’s spine services.

With more than 100,000 new pediatric cases of scoliosis reported in the U.S. annually, early detection has a huge impact on health outcomes and can help prevent the need for surgical correction. Although case numbers have largely remained stable over the years, what has changed is the detection of scoliosis, including the removal of school-based scoliosis testing. This situation was compounded by a 50% drop in well visits during the pandemic, according to the American Academy of Pediatrics. In fact, studies have shown that following the pandemic, there was an 18% increase in scoliosis patients needing bracing due to delayed initial presentation. 

“Akron Children’s is turning one form of protection into a new form of prevention,” said Robin Clark, marketing director at Akron Children’s. “The SpineScreen bottle label shares how to spot the signs for scoliosis while applying sunscreen on children. Turning a summer chore into spine screening is a simple way for parents to take an active role in screening for an all-too-common condition where the outcome is improved through early detection.”

If a child has one hip that rests higher than another, a left or right spine curve, or uneven shoulders, parents are guided to learn more about scoliosis and spine services at akronchildrens.org/spine and schedule an appointment with their provider for a thorough evaluation.  

A takeover of Edgewater Beach will feature signage, towels with scoliosis testing tips, and a pop-up tent where scoliosis screenings will take place with a certified Akron Children’s provider. A social media campaign will further encourage parents who routinely apply sunscreen to make one application a scoliosis check. While the campaign will include the production and distribution of SpineScreen bottles, ultimately, the campaign aims to turn any sunscreen application into a scoliosis check.

“With the absence of early detection measures like school-based spine checks, there is a big void that Akron Children’s is attempting to fill by recruiting parents and caregivers,” said Marcus Thomas President and Chief Creative Officer Jamie Venorsky. “It’s such a simple and scalable idea that we hope SpineScreen becomes contagious and spreads to other communities.”

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About Akron Children’s

Akron Children’s is an independent, nonprofit pediatric health care system that has been caring for children since 1890. With two hospital campuses, seven regional health centers, and more than 50 primary and specialty care locations throughout Ohio, we are the only health care system in our region fully dedicated to pediatric care. With our vast network of Akron Children’s Pediatrics offices, we offer convenient access to expert pediatric primary care for patients from infancy through young adulthood. From our School-Based Health Care to our Quick Care Online® virtual visits and the Akron Children’s Anywhere app, we make it easy for today’s busy families to find the high-quality care they need. In 2023, our health care system provided nearly 1.4 million patient encounters and employed more than 7,000 employees. Learn more at akronchildrens.org.

About Marcus Thomas

Marcus Thomas LLC, with 280 professionals in its offices in Cleveland and Cincinnati, Ohio; Buenos Aires, Argentina; and Santiago, Chile, is among America’s leading national independent agencies. With a collection of category experts under one roof, Marcus Thomas is a recognized leader in creative, media, public relations, social media, digital, CRM, and marketing automation and analytics. The humble midwestern agency founded in 1937 is regularly honored for its award-winning campaigns and as a best place to work. Whether working on hyper-local media strategies or creating spots that run on massive stages like the Super Bowl, its suite of hyper-integrated services continues to be its massive differentiator.