Advertising campaign encouraging people to consider their bone health begins

Today we’re beginning an advertising campaign to encourage people to consider their bone health.

Osteoporosis is a condition that causes bone to become weaker, making them more likely to break. 1 in 2 women and 1 in 5 men over 50 will break a bone due to poor bone health. It doesn’t need to be like this – osteoporosis is treatable and fractures largely preventable, but it's important people find out if they are at risk.

Our advertising campaign begins today and will continue until the end of November. Advertising will appear on the London Underground, in over 40 fracture clinics in England and Wales, on digital channels across the UK including social media and web search engines, and on a radio station in London.

Through this campaign we’ll be targeting anyone over 50 who has already broken a bone and women over 45 because these audiences may have a higher risk of developing osteoporosis in the future. We’re focusing on just these groups for now because we know we need to be targeted if we are going to cut through. This is the first campaign of its kind for our charity and if we are successful, we’ll consider scaling it up in future.

We’ve developed this advertising campaign with the support of our volunteers and we’ll be checking in with others for feedback along the way. On World Osteoporosis Day on 20 October, we’ll formally launch our new osteoporosis risk checker and will be calling on our members, supporters and volunteers to help us spread the word about it too.

If you have any questions or feedback about the campaign, please email marketing@theros.org.uk