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Hong Kong Osteoporosis Foundation

Press launch of first Asia-wide advertising campaign promoting action against osteoporosis in Hong Kong.

In conjunction with World Osteoporosis Day activities, the first Asia-wide advertising campaign promoting action against osteoporosis was on October 18, 2004 in Hong Kong.

The campaign, prepared by International Osteoporosis Foundation and its 24 member societies in Asia, urges women to take control of their bone health by taking the "IOF One Minute Osteoporosis Risk Test".

The advertising will appear on television and in print.
In the 30-second public service announcement, the form of one mannequin, representing the one in three women over 50 who will get osteoporosis, suffers the three most common osteoporosis fractures wrist, spine and hip.

Leading TV stations throughout the region have agreed to broadcast the TV spot without charge.

Speaking at the launch, Prof. Edith Lau, president of Hong Kong Osteoporosis Foundation and an IOF Board member said, "Asians are at high risk of osteoporosis. We have a lower bone density, we don't get a calcium-rich diet as children and we increasingly lead a sedentary lifestyle." She noted that in Hong Kong, 45% of women aged 65 and above have osteoporosis, while 42% of them have low bone mass (osteopenia). A total of 300,000 women and 70,000 men who are 50 years and older suffer from osteoporosis, as defined by the WHO criteria. In 2001, 8 in every 1000 women and 3 per 1000 men fractured their hip. The death rate for hip fractures is 10 percent and 50 percent become disabled due to the hip fracture.

Yet about half of hip and vertebral fractures can be prevented, if the disease is treated promptly and adequately, Dr. Lau said. Both diagnosis and treatments of osteoporosis are painless, simple and easy, but doctors need to be informed, which is one of the objectives of the part of the campaign aimed at health professionals.

The film and the campaign's coordination and launch were realized through services donated by agencies within the Interpublic Group of Companies.


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