World Osteoporosis Day 2015 generates record media outreach and events

The nutritional focus of World Osteoporosis Day 2015 under the ‘Serve up bone strength’ tagline resulted in outstanding global media outreach and a record number of events held in all regions of the world.

World Osteoporosis Day (WOD), observed on October 20th each year, is in fact an annual campaign which effectively drives media and public attention to osteoporosis and related diseases.

This year’s WOD focus was on the importance of ‘bone healthy’ nutrition at all stages of life. Under the ‘Serve up bone strength’ tagline, IOF created a dedicated WOD website, numerous resources in nine languages (including poster, report, brochures, fact sheets, infographics and video) and four press releases issued via international news agencies.

A preliminary review of the campaign impact shows that the 2015 campaign achieved unprecedented public, health professional, and media outreach:

  • Close to 1,000 articles were published with a potential audience reach of more than 984 million globally (not including Asian or Arabic-language media reporting)
  • More than 158 events in 57 countries reported worldwide, a 118%  and 43% increase, respectively, from 2014
  • 43% of the total events reported were carried out by IOF member societies
  • WOD campaign resulted in a sharp rise in the IOF Calcium Calculator usage and in IOF membership

IOF CEO Judy Stenmark remarked,

A nutritious diet is an important factor that contributes to good bone health throughout the life-course. The WOD focus on the popular nutrition theme – which appeals to media and grabs public interest like no other – is also an effective way to generate awareness of bone health in general. We were able to draw attention to the disease itself, with an accompanying focus on the importance of physical activity, early diagnosis, and the need for medical treatment in those at high risk.”

IOF thanks the authors of ‘Healthy Nutrition, Healthy Bones’ for their work on the informative WOD thematic report, the IOF Committee of National Societies which engaged in local campaigns and the numerous World Osteoporosis Day official partners who, through their unrestricted grants, have contributed to the campaign’s overall success.