2Million2Many campaign flags bone fracture, osteoporosis link
The campaign, including print ads, a microsite (2million2many.org), PSA and documentary, will urge Americans 50 and up to get follow-up testing when they break a bone.
“Every year, there are two million broken bones caused by osteoporosis, and yet only two in ten get a follow-up test or treatment for osteoporosis,” said GSW Worldwide's Marcee Nelson. “We need to help people visualize this impact, and to make it relevant to them now, while they can still do something to prevent it.”
As a visual aid, the effort features Cast Mountain, a 2,500-pound assemblage of fiberglass casts and resin representing the 5,500 broken bones that happen each day, the agency said. The sculpture will go on tour starting at this week's International Symposium on Osteoporosis in Orlando, FL.