"What does a sixty-year-old have that a twenty-year-old hasn't?"
"One in three women have osteoporosis get tested."

What do actresses Britt Ekland, Sally Field and comedian Joan Rivers have in common? They have all been diagnosed with osteoporosis, like millions of other women around the world.
On International Women’s Day 2007, International Osteoporosis Foundation, the largest global non-governmental organization dedicated to the prevention, diagnosis and treatment of osteoporosis, calls on women to take responsibility for their bone health by learning about osteoporosis risk factors and taking steps to reduce their risks of debilitating, and sometimes fatal, fractures.

“Osteoporosis is one of the most serious chronic, non-communicable diseases, affecting one out of three women worldwide (more than breast cancer), and one out of five men (more than prostate cancer),” said IOF Medical Affairs Advisor Dr. Nansa Burlet, MD. “It is not widely understood that action taken today can reduce risk of fracture later in life.”

Although osteoporosis can be easily diagnosed and treated, studies have shown that it remains seriously underdiagnosed and undertreated. It is known that having one spinal fracture increases by fivefold the risk of additional spinal fractures within 12 months, a phenomenon commonly known as the fracture cascade.

Agency: McCann Erickson, Argentina
Creative Directors: Ariel Serkin, Hernan Cerdeiro
Art Director: Mariano Legname
Copywriter: Rogrigo Polignano
Photography: Ale Burset