Katie Griffiths, head of marketing and communications, iO, said: “The iO is a non-political organisation with no political views. However, we are committed to raising the current levels of awareness about osteopaths and the contribution they make to improve the health of the public and support preventative healthcare; keeping people healthy and active for longer. This campaign by AgencyUK presents us an ideal opportunity to use political language to cut through and build an improved understanding of our healthcare profession amongst the UK population in a timely and relevant way.”

The campaign is being launched through all digital media channels.

Sammy Mansourpour, managing director, AgencyUK, said: “The strategy has always been to develop a national consumer campaign harnessing advertising, PR, and social media as well as direct marketing communications on behalf of the iO and their members. To be able to do this in a climate where the media rhetoric supports the aims of the iO, presents us with a creative opportunity to really disrupt the market.”