When people get osteoporosis (literally "porous bones") their bones become brittle and break easily. It is one of the most debilitating and common chronic diseases, and affects one out of every three women over 50 (more than get breast cancer) and one out of every five men over 50 (more than prostate cancer).
The awards were given in separate events during 2005 to Torre Lazur McCann/McCann Healthcare, which is IOF's advertising agency, and to Weber Shandwick Worldwide, IOF's public relations agency. Both agencies are members of IOF's Committee of Corporate Advisors and provide extensive pro-bono service to IOF.
McCann Healthcare, based in Singapore won an Award of Excellence for the New York-based 2005 Rx awards, which recognize global creative achievements in the healthcare field, for the international osteoporosis campaign "Mannequin". Developed and shot in Mumbai by McCann Healthcare India, the Mannequin TV spot urges women to take responsibility for their bone health.
In the 30-second public service announcement, the form of one mannequin, representing the one in three women over 50 who will get osteoporosis, suffers the three most common osteoporosis fractures wrist, spine and hip. The film encourages people to take the IOF One Minute Osteoporosis Risk Test: http://www.osteofound.org/osteoporosis/risk_test.html
The film was directed by Naren Multani, one of India's leading film makers he won a One Show Pencil (Silver) in 2002, was a Clio Finalist in 2001.
The campaign also included a Tool Kit for physicians, so that they can better advise the people who com
Contact: Janice Blondeau
International Osteoporosis Foundation