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During October, as part of World Osteoporosis Day, the IOF LATAM 'Camina Por Tus Huesos' ('Walk for Your Bones') campaign became a true regional movement for bone health, driven largely by social media. The initiative, developed in collaboration with Retos Femeninos, Fundación Vélez, and the Brazilian Association of Bone and Mineral Metabolism (ABOOM), was carried out as part of the IOF LATAM Healthy Movement & Well-being 2025 campaign, made possible thanks to the support of Adium Peru, Alpura, Amgen Brazil, and Haleon.
While 1,975 people formally committed by registering online to walk throughout October, the campaign’s reach extended much further. More than 360,000 accounts were reached across IOF LATAM’s Instagram and Facebook channels, and the content was shared organically across the region and beyond, reaching Spain and Spanish-speaking communities in the United States.
Social media became the place where the campaign took on a life of its own:
- People of all ages shared photos of their walks.
- Conversations grew around educational posts.
- Materials were downloaded, posts were commented on, and the message spread widely.
- New followers joined daily, strengthening IOF’s regional presence on key platforms.
Instagram and Facebook were not just communication channels; they became meeting points, community spaces, and sources of inspiration for thousands of people who—even without registering—felt part of the movement and embraced its central message: walking is a simple, essential habit for bone health and overall wellness.
A commitment felt both on and off screen
The nearly 2,000 registered participants received follow-up materials to support their routine throughout the month. A notable insight: almost 40% reported having been diagnosed with osteopenia or osteoporosis, showing that the campaign directly reached those who stand to benefit most from adopting walking as a protective habit.
IOF also accompanied the broader community—both registered participants and social media followers—with weekly challenges, motivational content, and educational webinars on exercise, fall prevention, nutrition, and emotional well-being. These resources became a valuable complement for those seeking support and trustworthy information.
The audiovisual and graphic content created for the campaign achieved the highest number of views of any previous IOF LATAM regional initiative. Engagement through posts, stories, comments, and direct messages reflected genuine interest in learning about, sharing, and discussing bone health. Beyond metrics, the campaign’s qualitative impact was evident in the testimonials of people who resumed walking, started a new habit, or simply felt supported by a regional community moving forward together, step by step.
A network for prevention
The campaign also fostered active collaboration among organizations, FLS units, and strategic partners across multiple countries. This not only amplified the message but also reaffirmed IOF’s role as a regional leader in preventive education and bone health promotion.
Monica Calo, IOF Regional Manager for Latin America, commented: “The experience confirms that when education, motivation, and a participatory approach come together, it is possible to encourage healthy habits that support a future with fewer fractures and greater well-being. What began as an invitation to walk became a space for dialogue, connection, and community. Thousands of steps turned into a meaningful movement.”
We invite Spanish speakers who wish to learn about upcoming activities and access weekly educational content to follow us on Instagram and Facebook.
