Osteoporosis is a degenerative bones disease, weakening bone mass by reducing its resistance by 40%. This disease affects 1 out of 3 women over the age of 50.

1 out of 3 French women over 50 is affected by osteoporosis.

How to catch women attention when doctors and public organisations don’t recognize enough osteoporosis?

The objective was to inform women that they could be affected by the disease and to increase the number of people getting tested. It was also important to bring awareness on the disease to a greater audience.

As the media plan was light, the fragile plates were sent to influencers and journalists at the launch of the campaign.

The package included the following message “Untreated, osteoporosis makes the bones as fragile as this porcelain”.