Elevating Physiology: Advocacy, Awareness and Media Campaign

A National Effort to Champion Physiology

The American Physiological Society (APS) has partnered with JPA Health to launch a national campaign aimed at elevating awareness and appreciation of physiology as a foundational discipline in life science and medicine, while advocating for the importance of science funding. In collaboration with APS, JPA Health will lead campaign development, creative execution, media strategy, digital engagement and public affairs outreach. JPA Health was chosen through a competitive process for its innovative approach, bold creative concepts, and proven expertise in bioscience advocacy and stakeholder engagement.

Campaign goal: Elevate physiology as the essential, modern driver of biomedical innovation. 

Campaign tagline: Physiology: The Science Life Depends On

Campaign Objectives: 

• Elevate physiology’s relevance and visibility within the biomedical community. 
• Influence science policy and funding decisions. 
  

Frequently Asked Questions

How does the campaign align with Society goals?

The campaign directly supports a core objective of the 2024-26 APS Strategic Plan: elevating the visibility and standing of physiology within the broader scientific and biomedical communities. Ultimately, by advancing a unified voice for the discipline, we are working to secure the recognition, influence, and resources physiologists need to drive discovery and improve health for years to come.

What outcomes do we expect?

• Greater appreciation and understanding. Physiology acknowledged as indispensable to solving today’s most urgent health and science challenges.
• Lasting impact. A stronger policy and funding environment that sustains and empowers physiologists everywhere.
• Stronger collaboration. Expanded opportunities for cross-disciplinary and cross-sector partnerships.

How will this benefit the Society and the APS community?

This campaign reinforces physiology’s rightful place as the foundation and connective force of the biomedical sciences. By making the field’s impact unmistakable—from breakthroughs in genetics and neuroscience to advances in engineering, medicine, and beyond—we will elevate physiology’s priority in federal and philanthropic investments, interdisciplinary projects, and industry partnerships, creating lasting benefits for all APS members.

How will APS member leaders be informed about campaign progress?

In April 2025, the APS Board of Directors approved funding for this initiative—affirming the Society’s commitment to positioning physiology as a central force in advancing health, understanding life and disease, and informing biomedical innovation. In July 2025, the Board heard an overview presentation from JPA Health. Moving forward, Society staff will provide leadership regular status updates on campaign activities and outcomes.

How can members get involved or support the effort? 

Members can play a vital role in amplifying this campaign. You can:

• Share campaign materials within your networks to broaden our reach.
• Serve as a subject matter expert for media or policymaker engagement.
• Help identify compelling examples and case studies that showcase physiology’s impact.

Every contribution strengthens our collective voice and ensures physiology gets the recognition it deserves. Share your feedback and ideas.

Who are the campaign’s key audiences?

• Policymakers, key federal staff and science policy influencers; National Institutes of Health.
• Academic leaders and leaders of biomedical organizations.
• The broader biomedical research community, including current and prospective APS members and researchers doing physiology-adjacent work who don’t identify as physiologists.

What types of activities will be part of the campaign?

The campaign will combine advocacy, media engagement, and strategic storytelling to reach priority audiences where they are—and through the channels they trust. Key activities include:

• Policy briefings and Hill engagement.
• Advocacy toolkits and resources.
• Informational tools and case studies.
• Media coverage and high-visibility op-eds
• Partnerships and events.

Together, these efforts will amplify physiology’s voice, broaden its reach, and build lasting influence with policymakers, funders, and the broader scientific community.