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.

Our objective was to raise awareness of osteoporosis within Canada (Toronto focus) in partnership with David Dixon and Toronto Fashion Week through a surprising campaign that would educate the public to know and understand their risk. Coverage was measured by key message pull through directing readers/audiences to bublfashion.ca, mention of the ‘Know Your Risk’ quiz and mention of our spokesperson representatives from Osteoporosis Canada and David Dixon. Distributed assets included media pitches and a press release. The program aimed at raising awareness around risks and issues surrounding the disease and to encourage Canadians (both female and male) age 30+ to make bone health a priority.

The Bübl fashion collection was launched on opening night of Toronto Fashion Week, North America’s 2nd largest fashion week, on Feburary 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. The fashion press praised our collection through press, online and broadcast media. 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.