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The Israeli Foundation for Osteoporosis and Bone Diseases

Women for Women – successful Israeli photographic project heightens public awareness of osteoporosis

Entitled “Women for Women” the exhibition featured feminine celebrities from different fields such as: theater, film, tv and sports. The women who volunteered to be photographed, all strong, assertive women , are perfect role models for other women – they are powerful messengers for public awareness of osteoporosis.

IFOB wanted to relay the message that osteoporosis hits one in three women over the age of fifty and that every woman above this age should be aware of their risk for osteoporosis.

Activities around the photographic campaign were carried out at every level across the country. One of the most important activities included the “feminine convention”. Ruhama Avraham, an important member of the Israeli parliament led a “feminine convention” which involved all the women parliamentary members.

The exhibit sparked huge interest by the media: there was a double spread report in the biggest newspaper in Israel, TV show appearances and a big launch event with all the big celebrities of Israel.

"Women for Women" was created by a public relations and communication firm, and sponsored by Merck, Sharp & Dohme. The project's director, Ms. Aliza Zana, was personally dedicated to the project, and helped contribute to its country-wide success.

The campaign is an example of how celebrities, particularly strong and feminine role models, can help raise the profile of osteoporosis and increase awareness among women - while spreading the message of empowerment in taking care of one's own health.

Just some of the beautiful portrait photographs featured in the exhibition and campaign

Anat Azmon

Drorit Nizani

Eden Harel

Romi Abulafia

Judi Nir Moses

Mrs. Judy Nir Moses Shalom , the wife of Israeli foreign minister Mr. Silvan Shalom on their visit to Morocco and their meeting with the King of Morocco . Mrs. Nir Moses Shalom participated in the project "women photograph women" project. By doing so Mrs. Nir Moses volunteered to contribute raising awareness of osteoporosis. She has been a valued ambassador to carry the message, a role she keeps fulfilling during her travels all around the world with her husband


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