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2007 Silver Anvil Award Winner – Public Affairs – Associations / Nonprofit Organizations
Steep Medicare physician payment cuts would begin January 1, 2007, unless Congress intervened, and getting Congress to act during an election year posed a challenge. The American Medical Association launched a national public affairs campaign to engage physicians and seniors to focus congressional attention on the issue. Using existing and AMA-created news-hooks, including the release of primary research, AMA gained 741 news reports, including 12 supportive editorials. The media attention resulted in nearly one million contacts to Congress, and ultimately congressional action to stop the 2007 payment cut in December, 2006.