Women don’t spend much time talking about bone health. But they really should. Osteoporosis is a very real disease that affects 50% of woman over age 50. The good news is, it’s easily avoidable just by taking a calcium supplement during a woman’s younger years. But since it’s an unseen affliction, it usually goes unnoticed, until it’s too late. And that’s something the National Osteoporosis Foundation wanted to change.
Credits: Jim Sykora/Creative Director, Mark Glaser-Sway/Director, Moroch/Agency
THE IDEA
What are the things that many young women spend a great deal of time talking about? Fashion, movie stars and gossip. And one of the loudest voices on that subject matter is none other than Joan Rivers. Perhaps if she were as critical of our top celebrities’ bone health as she is on their red carpet attire, women would start taking notice.
THE RESULTS
While this commercial was only a part of a larger movement to increase knowledge of osteoporosis among the public and healthcare providers, awareness has grown as much as 33% over the last five years. Early diagnosis of bone health issues is also up 21%, which means key stakeholders are hearing the message and taking action. Those are some pretty solid results.
SERVICES
VIDEO CONTENT
BRANDING
TELEVISION
HISPANIC MARKETING
PRINT
VERTICALS
CONSUMER
WOMEN
SENIORS
HEALTH