2Million2Many Campaign Launched to Raise Awareness and Advance Prevention of Osteoporosis
GSW Worldwide and National Bone Health Alliance partner to create Cast Mountain to help “break” stereotypes
COLUMBUS, Ohio –April 26, 2012– GSW Worldwide, an inVentiv health company and one of the largest healthcare advertising agencies in the world, has announced a partnership with the National Bone Health Alliance (NBHA) to develop 2Million2Many, a national campaign aimed to raise awareness about the connection between osteoporosis and broken bones and to advance the NBHA’s 20/20 vision to reduce the rate of osteoporosis-related breaks 20 percent by the year 2020.
Osteoporosis is an invisible, passive and grossly undertreated condition that robs people of independence and even life. The 2Million2Many campaign was created to disrupt the complacency of both consumers and healthcare professionals toward osteoporosis and specifically to activate women and men as young as 50 to get follow up testing when they break a bone.
“Every year, there are 2 million broken bones caused by osteoporosis. And yet only 2 in 10 get a follow up test or treatment for osteoporosis,” said Marcee Nelson, co-creator of the campaign at GSW Worldwide. ”We need to help people visualize this impact, and to make it relevant to them now, while they can do something to prevent it.”
The campaign, which will include print ads, a microsite (www.2million2many.org), PSA and a documentary, was designed to “break” three things: The news about the huge number of osteoporotic breaks in this country each year; the stereotype of osteoporosis as a disease of little old ladies; and the pattern of treatment where breaks are treated in ER or Urgent Care with only 20% getting follow up testing or treatment.
“More than 40 million Americans either live with or are at risk for developing osteoporosis. It is critical to remind consumers and healthcare professionals that a bone break after the age of 50 can be a sign of osteoporosis. Often, the urgency around the trauma of breaking a bone ends with immediate treatment, the setting of a cast,” said David Lee, MPA, Director of the National Bone Health Alliance. “That’s the dynamic we’re out to change with the 2Million2Many campaign.”
Cast Mountain, which is constructed with fiberglass casts and resin, is a 12’ x 12’ x 12’ structure that represents the 5,500 broken bones that happen in one day, and weighs 2,500 pounds. The Ohio State University Orthopedics Department at Carepoint East donated their time to help create the casts.
Cast Mountain will launch at the National Osteoporosis Foundation’s International Symposium on Osteoporosis, taking place on April 25-28, 2012 in Orlando, Florida.
About the National Bone Health Alliance
Established in 2010, the National Bone Health Alliance (NBHA) is a public-private partnership that brings together the expertise and resources of its member organizations to collectively: promote bone health and prevent disease; improve diagnosis and treatment of bone disease; and enhance bone research, surveillance and evaluation. NBHA’s 42 member organizations, along with liaisons representing four government agencies, are working together to bring about a shared vision: to improve the overall health and quality of life of all Americans by enhancing their bone health. . For more information on the NBHA, visit www.nbha.org.
About GSW Worldwide
GSW Worldwide is a full-service advertising agency that provides liberating ideas™ to pharmaceutical, biotech, and health-and-wellness clients through extensive resources in several major markets around the world. One of the largest healthcare advertising agencies in the world, GSW Worldwide creates marketing solutions through a comprehensive and wide array of services including advertising, digital and closed loop marketing, strategic insight, branding, communications planning, predictive modeling, market access strategies, media and market research. GSW Worldwide is led by a team of best-in-class marketers who have experience with a variety of stakeholders such as healthcare professionals, patients, caregivers, payors and consumers. For more information visit http://www.gsw-w.com.
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