This campaign was a brand experience and activation at its core. By creating a brand-informed fashion collection that was accepted and featured at Toronto Fashion Week, the 2nd largest fashion week in North America, was a coup. It helped us garner unprecedented coverage for both Osteoporosis and Amgen, something completed unexpected in the healthcare space. It also let key stakeholders see the condition and treatment in a new light.

In Canada, Pharma brands are prohibited from mentioning their brand or product name when describing or discussing the related condition. The Advertising Standards Council reviews all pharma campaigns and ensures that there is no solution-based messaging and any treatment mention on a website is balanced.

We needed to connect with the 2 million Canadians with osteoporosis as well as drive awareness and connection with healthcare professionals who would be treating those with the condition. By making the invisible visible, we would help identify those who could be helped by an Amgen treatment.

There are 2 million Canadians who suffer from osteoporosis but most people have no idea that they're at risk of having bones that are thin and porous. Those who suffer from osteoporosis are at increased risk of bone fracture, including hip fracture, which can lead to death. As we were supporting both Amgen Canada’s treatment for the condition as well as awareness building for Osteoporosis Canada, our main objectives were to make Canadians more knowledgeable about osteoporosis and drive those most susceptible to take action.

Working in partnership with prominent Canadian fashion designer David Dixon, we created an 18-piece high fashion collection inspired by bubble wrap, the universal symbol for protection. The pieces were designed to accentuate specific body parts - the spine, wrist, shoulder, hip – those that are most susceptible to bone fragility and fracture.

We live in a world that's obsessed with physical appearances. Because of this, people often ignore what's on the inside. People usually find out they suffer from osteoporosis when it's too late - after they suffer a significant bone fracture. Because it's an internal condition that affects 2 Million Canadians and one without obvious symptoms, there are no external indicators and getting checked is not top-of-mind. So, we took the invisible and make it highly visible.

The Bübl fashion collection was launched on opening night of Toronto Fashion Week, North America’s 2nd largest fashion week, on February 5th, 2019. We found the perfect location for the runway show, the majestic Royal Ontario Museum, a museum featuring dinosaur fossils and bones. A wide range of media, fashion editors, influencers, and patient organizations attended.

Both pre and post show, we promoted the Bübl collection and osteoporosis messaging through a series of media appearances. This included a long form podcast interview, Fashiontalks, covering the world through the lens of fashion.

Our Bübl collection was also prominently featured at Yorkville Village, a high-end shopping centre in Toronto, with a high-visibility window display and a series of showcase displays.

In the words of one of our clients, “This was the most exciting and successful campaign in our history.” The campaign generated 461 Million Earned Impressions with over 200 media stories covering the work. Quantitative research was conducted post campaign and the results demonstrated just how impactful the campaign was with our key target. 57% of respondents were more likely to take some action to learn more about osteoporosis and people were 2x as likely to talk to a medical practitioner to learn more about osteoporosis. 87% of those who saw the campaign said that it made them want to learn about their risk of osteoporosis.

Online risk assessment completions, a key metric as representing the first step in taking action, were 337% above objective.