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First International Osteoporosis TV Spot – 'Train' – and Advertising Campaign

The first international campaign promoting action against osteoporosis was launched by IOF in the British Film Institute's IMAX cinema in London, January 2003. The campaign includes 30 and 45 second TV spots, filmed on location near Bariloche, Argentina, and print ads. In the TV spot, three women calmly avoid a dangerous steam train – a metaphor for taking action and avoiding the peril of osteoporosis. The TV spot has been shown in over 40 countries around the world. Further information about the campaign is found below:

TV Spot
Print ads
Information about the campaign

IOF acknowledges the support of the following companies and people who provided pro-bono and reduced price support for producing IOF international advertising:

Creative: Campbell Mithun
International coordination and media placement: Torre Lazur McCann (member of IOF Committee of Corporate Advisers)
Public relations and media placement: Weber Shandwick

TV spot
Production: Cohn + Company
Director: Harry Patramanis

Print ads
"Bike" photographer: Taka
"Runners" photographer: David Maisel

TV Spot
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(1) Voice of Irene Ravache, popular Brazilian actress
(2) Voice of Justine Pasek, Miss Universe 2002

Story board of TV spot (PDF, 257 KB)

Print ads


International IOF Print Ad: "Bike" (Larger image)

International IOF Print Ad: "Runners" (Larger image)

For more detail, download the PDF files: Runners ad (737 KB), Bike ad (643 KB)

Photographers' Quotes

David Maisel
(Runners ad photographer)

"There were several reasons why I was interested in the shoot for the International Osteoporosis Foundation. First of all, I loved the notion of working with women who were not professional athletes, and who were in their forties and beyond. It just seemed very honest and real, and spoke directly to the people you'd be trying to reach.

The second reason was that my mother had suffered from osteoporosis when in her fifties and sixties, and I wanted to be able to honor, in some small way, others who were facing similar health issues.

And lastly, I was really pleased by the opportunity to work with Campbell Mithun once again. I have worked on a number of shoots with them during the past five years or so, and every one has been a wonderful experience."

David Maisel

Taka
(Bike ad photographer)

"When I was a kid I didn't even know what osteoporosis was. My mother explained to me that when you get older the body simply shrinks. It made sense then since in Japan I would see lots of old women and men who were bent over.

This is a subject that is very near and dear to my heart having witnessed many loved ones, including my grandmother, suffer from this highly preventable disease. It has instilled me with a need to educate others on how to care for themselves so as to prevent what I have watched! I was pleased to be able to shoot the photos for this ad to help bring this message to life in a very powerful and impactful way."

Taka Kawachi

Information about the campaign

Press release: New international print advertising launched

October 20, 2003

Press release: First Global Osteoporosis Awareness Campaign Launched

January 29, 2003

See photos of launch event held in London

Statement of Joanna Lumley in Support of First Global Osteoporosis Campaign

January 29, 2003

Statement of Barbara Windsor in Support of First Global Osteoporosis Campaign

January 29, 2003

Background on the Production

January 29, 2003


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