'Train' TV Spot
First International Osteoporosis TV Spot
Background
The first international campaign promoting action against osteoporosis was launched by IOF in the British Film Institute's IMAX cinema in London, January 2003. The campaign includes 30 and 45 second TV spots, filmed on location near Bariloche, Argentina, and print ads. In the 'Train' TV spot, which has been shown in over 40 countries around the world, three women calmly avoid a dangerous steam train – a metaphor for taking action and avoiding the peril of osteoporosis.
IOF acknowledges the support of the following companies and people who provided pro-bono and reduced price support for producing IOF international advertising:
Creative: Campbell Mithun; International coordination and media placement: Torre Lazur McCann ;
Public relations and media placement: Weber Shandwick
'Train' was produced by Cohn + Company and directed by Harry Patramanis
