Media EventsThe Campaign for Stronger Bones Canadian Launch Events
In March 2009, the Timeless Women campaign was successfully launched in Canada via two press events held in Montreal and Toronto. The event raised awareness of osteoporosis and smashed the preconceived idea that the condition only affects the ‘little old lady’, encouraging women to speak to their doctor’s about bone health. The launch events were attended by a total of 24 media outlets and generated national coverage including TV, radio and on-line news, in English, French and Italian. The event created a strong buzz on the street in Montreal with the public stopping Ursula Andress to thank her for raising awareness about her condition. A significant outreach of over 65,000 impressions was achieved. Following the events there was a significant increase in the number of telephone calls to Osteoporosis Canada.
