Through this print advertisement campaign International Osteoporosis Foundation seeks to create awareness among women about osteoporosis. The non-governmental organization asking women to take care for their bone health by education about osteoporosis risk factors and taking actions to decrease their threats of debilitating, and sometimes fatal, fractures. As the disease is more rampant among women than men, the campaign was specifically targeted towards them. The advertisements are showing young models with much older accompanying men who are ready to take some outdoor adventure but these women cannot take on those adventures such as surfing, horse riding or skiing due to the disease.
Osteoporosis is one of the most critical chronic, non-communicable diseases, affecting one out of three women worldwide. The presentation of the campaign is not actually impressive and it somewhat struggles to convey its comprehensive message. Therefore, the campaign compels people to interpret the ad rather than getting the message straight. The text of the message reads, ‘What does a sixty-year-old have that a twenty-year-old hasn’t?’ The campaign was created by McCann Erickson, Argentina.
Via: Hout Lust
