Health and Wellness > Corporate Image & Communication
J. WALTER THOMPSON MEXICO, Mexico City / AMMOM: ASOCIACION MEXICANA DE METABOLISMO OSEO Y MINERAL / 2016
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Overview
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BriefExplanation
We transform a normal bus stop into a great demo that showed live the damage that osteoporosis causes in bones and cannot be seen.
We built a large wooden femur and put termites inside.
Over time, the termites consumed the wood, representing the damage, right in front of the people who were walking around.
BriefWithProjectedOutcomes
None, because this a health institution.
EntrySummary
In Mexico, 6 million people have osteoporosis, but 70% do not know.
This disease has no symptoms, so it can go undetected for years, and only be diagnosed until a fracture occurs.
These fractures cause more than 4,000 deaths a year, more than breast cancer.
How to raise awareness of a disease that cannot be seen?
Translation
If you have 50 years or more. Get an osteoporosis test
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