The National Bone Health Alliance and inVentiv shop GSW Worldwide are launching 2Million2Many, an education campaign to raise awareness of the connection between osteoporosis and broken bones.
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 sculpture will go on tour starting at this week’s International Symposium on Osteoporosis in Orlando, FL.
From the June 01, 2012 Issue of MM+M - Medical Marketing and Media
