IOF Bone Appétit Campaign wins prestigious communications award

IOF's Bone Appétit campaign has been awarded the 2007 Chartered Institute of Public Relations (CIPR) Excellence Award for International Public Relations.

The International Osteoporosis Foundation’s Bone Appétit campaign, which highlights the importance of nutrition in building strong bones, has won the 2007 Chartered Institute of Public Relations (CIPR) Excellence Award for International Public Relations.

The [link 767]Bone Appétit campaign[/link], which was launched on World Osteoporosis Day 2006, encourages individuals to take responsibility for their bone health by eating “bone-friendly food”.

“IOF is delighted to receive this important industry recognition, for the work that was carried out by our team, our partners and sponsors, and the hundreds of osteoporosis patient societies who picked up the campaign and ran with it globally,” noted IOF Chief Executive Officer Daniel Navid. “It’s the combined efforts of the larger IOF Family who helped us reach more than 100 million people worldwide with the Bone Appétit campaign messages and to have more than 1.8 million visitors to the IOF website last October.”

CIPR President Lionel Zetter said: “The Excellence Awards judging process is tough and competition is strong, so winning an award is a great achievement. It is confirmation that IOF’s Bone Appétit campaign is amongst the best in the field.”

The IOF team, working with a limited budget, developed a strategy and related creative materials appropriate to all IOF’s 176 diverse member societies. The largest number of national osteoporosis societies ever held Bone Appétit events. The campaign used celebrity chefs to communicate the Bone Appétit message and they also assisted by doing hands-on cooking demonstrations and preparing meals at fundraising and media events.

Global Gold Sponsors for the IOF World Osteoporosis Day Bone Appétit campaign were Fonterra Brands, MSD, Novartis and Tetra Pak There was also outstanding campaign support through the IOF Corporate Responsibility Programme for Bone Health, with workplace and community events were held in more than 30 countries. Participating companies included Fonterra Brands, Tetra Pak, Interpublic Group, Novartis, Roche, Lilly and GSK.