The Massage Therapy Association of Manitoba (MTAM) has launched a campaign for licensure in the province, which would see massage therapists becoming the 24th health profession regulated. The campaign follows the recent application for recognition as a 'Regulated Health Profession' in Manitoba and will see advertising on public transport in the province's major cities. MTAM Executive Director George Fraser said the application would increase public protection. ""Massage therapy has always been on the outside looking in," he said. "Anyone can hang up a shingle and call themselves a massage therapist."