Members of the American Massage Therapy Association (AMTA) will celebrate and promote massage by participating in the National Massage Therapy Awareness Week, which launched today. The week runs from Oct. 25 to 31.

This is the event’s 13th year; it is designed to raise public awareness of the benefits of therapeutic massage and encourage Americans to seek massage therapy for stress relief, pain management and general health.

AMTA members celebrate the week through public massage demonstrations, educational sessions on the benefits of massage, and providing massage therapy for charitable events, among other ways.

This year, many AMTA members will celebrate the week by collaborating with the World Skin Project to better educate clients about changes in their skin that should be seen by a physician, according to an AMTA press release.

“Our goal for this week is to provide an avenue for massage therapists to successfully spotlight the profession, their business and the association,” said AMTA president Judy Stahl. “I’m thrilled to share this event on a national level, and I’m looking forward to learning how our members celebrate as well.”

The American Massage Therapy Association is a nonprofit, professional association for massage therapists, with 58,000 massage therapist members.