In 2017, the Canadian Athletic Therapists Association (CATA) launched a new national program called 'Whatever Your Finish Line'. The goal is to raise awareness and educate Canadians on the benefits of athletic therapy. The key objective is to provide life strategies and open a dialogue with the Canadian public about athletic therapy and how it can help them stay active. Building a program to show that Athletic Therapists (ATs) are an effective option for injury rehabilitation and prevention is the main objective. Other features of the program include Twitter (@_yourfinishline), Facebook (Whatever Your Finish Line) and Instagram (@whateveryourfinishline). These social channels allow ATs to connect with our community. Canadians should know that ATs are experts in injury prevention, emergency care, rehabilitation, re-conditioning for better performance and reduced chance of re-injury.