Roche
IOF Corporate Responsibility Program for Bone Health
World Osteoporosis Day 2010 in Pakistan
A major World Osteoporosis Day 2010 campaign was organized by Roche Pakistan Limited with the support of the Pakistan Medical Association and the Pakistan Menopause Society.
A joint seminar was conducted with Pakistan Medical Association, Pakistan Menopause Society and Mir Khalil Ur Rehman Society at PC Hotel Karachi on 20th October 2010.
Outdoor Media - Billboards
The outdoor media was effectively used for the awareness campaign for a period of 10 days from 15th October to 25th October 2010. Ten billboards were placed in central locations in Karachi, Lahore and Pindi.
Public Services Messages were aired on different FM stations that cover the major cities of Pakistan from 18th October to 22nd October 2010.
Hospitals were branded for a public awareness activity. The activity consist of one exhibit where public were given informative broachers, key chains and badges. Bone density tests were also available. Each of the five major hospitals had a Plasma to show the Docudrama and male/ female support staff for visitor’s handling and bone checkup.
A Docu Drama was produced to create maximum awareness among the general public, especially female. With the help of a dramatic concept along with the participation of famous female celebrities the awareness of osteoporosis was made easily understandabe by the public. This awareness docudrama was endorsed with the testimonials of the leading doctors. Lead Artist: Badar Khalil & Shagufta Aijaz; Lead Doctors: Dr Rubina Hussain.
Newspaper supplements were published in Daily Express [Karachi, Lahore, Islamabad] and Express Tribune [Karachi and Lahore] on 20th October 2010.
See presentation of this impressive World Osteoporosis Day Campaign.
World Osteoporosis Day 2007
To reflect the IOF’s theme of Beat the Break, Roche and co-marketing partners GSK ran an internal communications campaign, encouraging all employees to log into a specially-developed, interactive version of the IOF’s ‘One-Minute Risk Test’. Completing the interactive risk test helped inform employees if they or their loved ones should take steps to improve their bone health and minimise the risk of developing osteoporosis in the future.
At the Roche Global site in Basel, the team handed out flyers, distributed an e-alert, conducted a desk-drop, put up posters and ran a range of local activities to drive people towards completing the interactive risk test and entering the prize draw to win a bone-friendly hamper of luxury food.
World Osteoporosis Day 2006
In 2006 Roche carried out a number of educational and awareness activities at its many offices around the world.
• Roche Global in Basel distributed a BONE APPÉTIT information flyer, handed out calcium-rich drinks to staff, displayed banners using IOF graphics to demonstrate how important healthy eating is in preventing osteoporosis and provided calcium-rich and bone-friendly lunch menus in the main cafeterias. Roche Global also organized a ‘bone-friendly’ Recipe Competition to win a Jamie Oliver Cook Book as well as a WOD screensaver and ongoing updates in 'BoneZone' (GSK and Roche internal magazine) - including information on new IOF website, osteoporosis 'Did You Know' section and WOD
• Roche Germany held an educational day at their offices in Grenzach
• The Lithuanian team held an internal communications event at their offices in Vilnius, including World Osteoporosis Day leaflets and calcium-rich food.
• Roche Taiwan held an educational workshop for 50 key clinicians in partnership with the Taiwanese Osteoporosis Association (TOA).
• The Brazilian team achieved great coverage for World Osteoporosis Day, generating approximately 60 million opportunities to see. Coverage included seven TV programmes, five radio programmes and several newspapers, magazines and online media outlets
Seveal snapshots of World Osteoporosis Day events for Roche employees:
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| Information stand at Roche headquarters in Basel |
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| Staff in Vilnius organized an internal communications event |
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| Roche Germany held educational day at their offices in Grenzach |
