Toronto, ON – January 8, 2026 – Canada’s chiropractors today launched “Move Like It Matters. Because It Does.”, a national campaign encouraging Canadians to treat daily movement as essential self-care, not something reserved for when pain shows up.
“Canadians don’t need hours-long workouts seven days a week,” said Dr. Ayla Azad, CEO of the Canadian Chiropractic Association. “Many of us need repeatable movement habits that fit real life. Just a few minutes a day can protect mobility, support independence, and help prevent musculoskeletal problems before they start. Daily movement is preventive medicine and it doesn’t need to be complicated.”
The campaign is built around a behavioural prompt: move like it matters – every day. It promotes easy, low-barrier movement people can do at home, at work, and in the community, and positions chiropractors as trusted, accessible healthcare allies who help Canadians move better and stay well longer.
“People often wait until pain forces them to act,” said Dr. Azad. “This campaign helps Canadians get ahead of the problem by normalizing movement as something you do for your health every day, not only when something hurts.”
Dr. Azad is available for interviews with national TV and news outlets to discuss movement, healthy aging, and practical tips Canadians can start today. No equipment required!
Broadcast-ready resources available upon request: spokesperson bio, campaign visuals, key messages, and suggested segment topics/demos.
Visit movelikeitmatters.ca to learn more, today.
About the Canadian Chiropractic Association (CCA)
The Canadian Chiropractic Association represents over 8,000 Doctors of Chiropractic across Canada who treat and manage musculoskeletal conditions that impact the health of millions of Canadians. Every year, at least 4.7 million Canadians rely on chiropractors to help them manage the serious burden of musculoskeletal pain and disease. As one of Canada’s largest primary contact healthcare professions, chiropractors provide evidence-based, non-invasive, drug-free manual therapies.
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Simone Lai, Associate Director of Marketing and Communications, CCA
416-585-7902 X 247