BIG PICTURE
More than 34 million American women are at risk for osteoporosis, yet most are unaware of how to prevent the disease. The American Academy of Orthopaedic Surgeons wanted to change this reality. They turned to Remedy for help raising osteoporosis awareness among women. The project came with an unlikely yet passionate spokesperson: Joan Rivers, who was, at the time, receiving treatment for osteoporosis.
KEY RESEARCH
Remedy competed with a number of other agencies to land the project. As part of our prep for the pitch, we wanted to understand what American women knew (and didn’t know) about osteoporosis. A key finding: while 75 percent of women said they were familiar with osteoporosis, 60 percent were unaware of the risk factors, and 80 percent were unaware that the disease could cause debilitating fractures.
THE CONCEPTS
With a thorough understanding of the little women really understood about osteoporosis, we set out to develop concepts that would educate the audience in a way that leveraged Joan’s unique brand of humor. We presented two directions: “Joan’s How-Tos” and “Don’t cramp your style.” Both played off Joan’s love of all things glamorous, and ended with the tagline, “Beauty is bone deep.” The concepts and thinking behind them won Remedy the project.
THE FINAL CAMPAIGN
In one action-packed day, we shot the print and recorded the TV and radio — all on location in Joan’s Park Avenue penthouse, a truly luxe retreat (put it this way: the woman knows how to live well). Developed as a public service campaign, Remedy worked with AAOS staff to secure national print and broadcast pro bono placements, landing spots in giants such as Prevention and Ladies Home Journal magazines.
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