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International Osteoporosis Foundation asked us to get women talking about brittle bones disease. 

 

We found that young women believe the disease 'doesn't concern them', and older ones mistake symptoms as normal aging.

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My team and I turned those insights into the world's first social platform that brings generations together to fight osteoporosis:

Meet "Be Unbreakable." - Conversations that break through cognitive dissonance globally, and bring together generations of women to take action for healthy bones.

Osteoporosis starts in the 20s but young women can’t see it. When it shows up in their 50s, post-menopausal women don’t recognize it. Thinking that it's normal aging they keep coping till it kills them. Both display deeply entrenched behaviors that needed disruption.

 

So, first we used the psychology of cognitive dissonance in the form of a provocative wake-up call, titled "The Hard Truth" campaign. Then we helped IOF to Reach Higher, engaging women globally to ‘Be Unbreakable’ for each other through "Strong Women Make Stronger Women" events and a "My Pillars Of Strength" community.

Be Unbreakable:
“Strong Women Make Stronger Women” Events and Activation

Provides a global focal point on Oct 20, World Osteoperosis Day, and engages women using an experiential ecosystem and a robust social strategy.

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Be Unbreakable:
"The Hard Truth" campaign

Common household objects that often cause wrist fractures get paired with provocative truths, in this multilingual, multicultural poster campaign designed to disrupt people's cognitive dissonance.

Our measurable things:
Research, Strategy toolkit, PR, App, Multichannel Experience, Design, Social,
and Presentations.
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Reducing guesswork, increasing opportunity:

  1. Earned $48.2 million in free media, including global digital, print, radio and TV coverage for World Osteoperosis Day, upon launch.

  2. Garnered 120,000+ participants in World Osteoperosis Day events globally.

  3. Helped establish Oct 20 as World Osteoperosis Day, despite strong Oct branding as the Breast Cancer month.

“A master of strategy and design, Vineet guided his team through a global rebranding and online strategic direction for the International Osteoporosis Foundation. With his oversight, IOF achieved a winning combination; crafting a unique social platform, redeveloping the website experience, creating a fabulous tagline, and providing means to global positioning.

 

Thanks in large part to his work, IOF now presents itself as a leader in the global healthcare arena. Vineet’s energy and ability to convey concepts to large and small groups, his creativity and his ability to achieve significant objectives are impressive. In addition, Vineet is entertaining, and a pleasure to work with.”

 

Patrice McKenney Magrath, Client

CEO, International Osteoporosis Foundation

Geneva, Switzerland

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