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NOFSA-Cipla’s innovative World Osteoporosis Day campaign amplifies influencer voices to advocate for bone health
Bone-bank

What if we thought about our bone health in the same we do about our financial wealth and freedom? What would that look like?

In a groundbreaking effort to make osteoporosis—a largely invisible disease—visible, the National Osteoporosis Foundation of South Africa (NOFSA) partnered with pharmaceutical company Cipla to launch a unique awareness campaign leading up to World Osteoporosis Day (WOD). With the help of social media and videos featuring online influencers, the campaign aimed to educate South Africans about osteoporosis while emphasizing the importance of early detection and BMD testing for those with risk factors.

Teréza Hough, CEO of NOFSA, says: “The myth that osteoporosis is a little, old white lady’s disease is still out there. It’s a myth we need to dispel because, from the latest research, we know that all our population groups are affected by osteoporosis. People are not aware enough of this fact. Everyone can get osteoporosis.”

Innovative Jewellery– combining fashion with bone health advocacy

bone jewellery

To highlight the severity and prevalence of osteoporosis, NOFSA and Cipla also introduced an innovative line of jewellery that mirrors the wearer's bone density. This 3D printed jewellery, designed to reflect bone density scan results, not only serves as a stylish accessory but also acts as a powerful conversation starter and reminder to prioritize bone health.

The campaign features key collaborations with influencers who wear the jewellery, sparking discussions around osteoporosis and promoting lifestyle changes to support bone health, such as adequate intake of Vitamin D, healthy eating, and regular weight-bearing exercises.

Looking back on a successful campaign, Ms. Hough said: “This  was a call to action for individuals to invest in their 'bone bank' just as they would in their financial future.” The message, which is so clearly communicated in the campaign video, is to treat your bones like you would treat your finances

  • Through early recognition of risk factors and DXA testing, be alert to your future ‘bone wealth’
  • Manage your ‘expenses’ by stopping risky behaviours such as smoking, lack of calcium, lack of weight-bearing exercise and excessive alcohol consumption;  
  • Invest in the future by safeguarding and amplifying your bone health through bone-healthy nutrition and weight-bearing/resistance exercise.

    -> View the campaign video

With osteoporosis being a manageable condition with timely intervention, the campaign is a crucial step towards changing perceptions and behaviours surrounding bone health. IOF congratulates NOFSA on the outstanding campaign and hopes that it will inspire other national patient organizations in their outreach efforts.