This work, to raise awareness of osteoporosis, fragility fractures and the ‘treatment gap’, centred on World Osteoporosis Day, when biopharmaceutical company UCB’s staff were encouraged to sign a patient charter on the disease. Among the initiatives that helped the campaign succeed were a giant, signable replica of an arm cast and a branded goodie bag featuring bone-friendly items.
UCB and Chamberlain Healthcare PR, created and launched 'frACTure', an internal campaign designed to engage and educate UCB employees globally on the current burden osteoporosis and fragility fractures pose to individuals.
The campaign featured on- and offline communications and activities that educated employees about osteoporosis and fractures, these included floor installations with augmented reality, live events, an online personality quiz, Spotify playlist and a giant replica of an arm cast.
12 UCB sites across 9 countries participated in the campaign. +4,000 employees engaged with 'frACTure', with 59% of survey respondents agreeing they're now highly informed about osteoporosis.