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The Israeli Foundation for Osteoporosis and Bone Diseases

Exhibition of Fragile Project sparks huge media interest in osteoporosis

The project 'Fragile' has enjoyed immense exposure in the Israeli media. The proceeds from this project, which features artistic photographs of celebrity women and their creative work (china cups they had decorated), go to the Israeli Foundation for Osteoporosis and Bone Diseases (IFOB). Activities around the Fragile Project were carried out at every level across the country. One of the most important activities included an exhibition at Hotel " David Intercontinental Tel Aviv ". The exhibit sparked huge interest by the media: there was a spread report in the biggest newspaper in Israel, TV show appearances, articles, interviews and coverage in womens' magazines, daily and local newspapers all over Israel. This brought lots of phone calls from the public to the IFOB.

The IFOB thanks MSD for the unrestricted grant which enabled the project and Tel Aviv public relations experts Aliza Zana and Nitzan Ofir for the creation and implementation of this ambitious creative work.
With a big launch event due to take place in the future, the project will have an even greater impact over time.

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.


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