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Last updated on 02/13/2006
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First national TV awareness campaign
The Osteoporosis Canada has launched its first national TV awareness campaign. The two bilingual, 15-second ads are designed to increase public awareness of osteoporosis and to encourage people to visit our Web site for more information. The ads will run for eight weeks, beginning in late September and continuing through to late November – Osteoporosis Month.
The spots can be viewed on the OSC website
Aimed at women over 50, the television spots will run on both national and specialty channels (such as Global, CBC, CTV, Life, HGTV) in 34 markets across the country. The roughly 200 spots are estimated to be seen 15 million times. In addition to paid media time, the two spots will also be distributed by Osteoporosis Canada as public service announcements (PSAs) and our volunteers and staff across the country will encourage their local TV stations to air the ads as much as possible.
“We hope that the ads will get people’s attention,” says Karen Ormerod, President and CEO of Osteoporosis Canada. “We want them to realize that osteoporosis is something that can affect them, and then encourage them to contact Osteoporosis Canada for the information they need to reduce their risk of developing the disease and suffering the debilitating fractures it can cause.”
The two ads, titled “Bone China” and “Nutcracker,” symbolize the fracturing of bone through the cracking of a teacup and the cracking of walnuts. (They are not meant to portray the literal fracturing of bones of people with osteoporosis.)
Far-reaching osteoporosis strategy
announced in Ontario
From left to right are: Karen Ormerod, Society President & CEO; Dr. Robert Buckman, osteoporosis patient and guest speaker at the event; Jane Pepino, Chairperson of the Ontario Women's Health Council; George Smitherman, Minister of Health and Long-Term Care and orthopeadic surgeon Dr. Earl Bogoch, a consultant with the Society's Scientific Advisory Council and guest speaker at the event.
At a February 22, 2005 breakfast event attended
by MPPs, health care professionals,
osteoporosis patients and civil servants, Ontario
Minister of Health and Long-Term Care
George Smitherman announced a provincial
Osteoporosis Strategy supported by a million
ongoing annual investment.
“It’s a great day for the more than half a
million Ontarians with osteoporosis and for
those at risk, who have been ignored for far
too long,” said Karen Ormerod, president and
CEO of the Osteoporosis Society of Canada.
The Strategy has five components:
* Helping prevent the onset of osteoporosis
by educating seniors and school children
about bone health
* Improving early diagnosis by ensuring the
appropriate use of bone density testing
* Integrating services to provide enhanced
treatment, including creation of a provincewide
fracture clinic program to improve diagnosis
and prevention of future fractures
*Tools to help practitioners use clinical practice
*More research to increase knowledge about
The Ontario Osteoporosis Strategy puts the
province at the forefront of osteoporosis care
and prevention – and perhaps will set an example
for other provincial governments across the country.
Osteoporosis Society of Canada announces the first evidence-based clinical practice guidelines
The Osteoporosis Society of Canada announced the publication of the first evidence-based clinical practice guidelines for the diagnosis and
management of osteoporosis. The guidelines were published in the November 12 issue of the Canadian Medical Association Journal (CMAJ).
A link to the online document is available on the society's website: www.osteoporosis.ca
Printed copies are also available from the Society for .99 each, plus applicable taxes and shipping charges, by calling 1-800-463-6842 (Canadian number).
November is Osteoporosis Month in Canada
As do many countries for World Osteoporosis Day, the Osteoporosis Society of Canada (OSC) uses "Osteoporosis Month" to focus media and public attention on osteoporosis issues.
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