In Indonesia, 2 out of 5 women develop osteoporosis. However the disease is considered an ugly topic, no woman wants to talk about it. Perwatusi wants to spark a discussion among young women to increase awareness on how to prevent osteoporosis and keep the conversation going. So we talk to these women in their language: Fashion.

We launched the Osteocessories, a set of high fashion accessories that actually are medical bone supports for osteoporosis. We hijacked runways right after regular fashion shows in the biggest fashion event in the country, Indonesia Fashion Week 2012. The show is staged as if it’s selling a new line of accessories, except at the end of each run, the models will showcase pains and hardships faced by women with osteoporosis. We also hijacked top fashion magazines, disguised the ugly topic into fashion spreads. We infiltrated fashion stores all over the city by putting our mannequins on their window displays. And sneaked our way into the cue cards of talk shows all over the country.

The ugly topic turns into the next must-have conversation in major TV channels, blogs, and social medias. Celebrities volunteered to spread the word in their interviews and talk shows. PERWATUSI had unprecedented earned media coverage of $710,000. Young women's awareness towards the disease rose up to 53% after the event, and 8,000 new subscribers to the PERWATUSI newsletter in the first week after the event.