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FIRST GLOBAL OSTEOPOROSIS AWARENESS CAMPAIGN LAUNCHED

IOF's first TV ad encourages women to take the One Minute Risk Test

LONDON
January 29, 2003

The first international campaign promoting action against osteoporosis was launched today in London.

The International Osteoporosis Foundation's campaign is supported by actress Joanna Lumley, who donated her time to record the voice over for the new advertisement. She urged women worldwide to gain control of their health by taking "the one-minute osteoporosis risk test, so we will all be aware of the risk factors and take action against osteoporosis."

The campaign is spearheaded by the first global TV campaign ever created to address the "silent epidemic" of osteoporosis. In the film, three women calmly avoid a dangerous steam train – a metaphor for taking action and avoiding the peril of osteoporosis. The 30 and 45 second spots were filmed on location near Bariloche, Argentina.

With osteoporosis the bones become brittle and fracture easily. It is one of the world's most widespread and disabling diseases, affecting one in three women and one in eight men worldwide. Every 30 seconds someone in the European Union fractures a bone due to osteoporosis, explained Professor Pierre D. Delmas, IOF president, in his presentation of the advertising at the British Film Institute's IMAX cinema in London.

"Osteoporosis fractures are increasing at a dramatic rate and the disease is still poorly recognized," noted Daniel Navid, IOF chief executive officer. "The TV spot will alert women worldwide that they can easily find out if they are at risk of osteoporosis by taking the IOF One Minute Risk Test on our website."

David Reid, vice chairman of the NOS Scientific Advisory Group, said, "Osteoporosis costs the UK nearly £5 million each day and recent research has now revealed there are more than 300,000 new fractures each year. Many fractures could be avoided with earlier diagnosis and treatment and I hope that this new global advertisement will help many more people realise just how serious this disease is."

Joe Torre, chairman and chief executive officer of Torre Lazur-McCann Healthcare Worldwide said: "This is an important public health initiative and we have a powerful television commercial that effectively demonstrates the need to prevent osteoporosis. We will encourage our local affiliates to work closely with IOF representative to produce local language adaptations and launch this campaign in their markets."

The film and the campaign's coordination and launch were realized through services donated by agencies within the Interpublic Group of Companies. Torre Lazur-McCann Healthcare Worldwide, a member of the IOF's Committee of Corporate Advisors, provided coordination support and connected their affiliates with IOF member osteoporosis societies worldwide to initiate the campaign in local markets. They will continue to provide further coordination and support as the campaign rolls out. Campbell Mithun Advertising developed the creative concept and produced the television commercial. The launch event and media relations were undertaken by Weber Shandwick, the world's largest public relation agency.

Notes to Editors:
The film is available in English, and soon in Spanish, Arabic and French, with numerous national languages expected.

Participants in the press conference included:
Professor Pierre D. Delmas, president of IOF.
Daniel Navid, chief executive officer of IOF.
Joyce Gordon, president of Osteoporosis Society of Canada and IOF board member
David Reid, vice chairman of Scientific Advisory Group of the (UK) National Osteoporosis Society
Anthea Franks, osteoporosis patient, member of NOS council
Joe Torre, chief executive officer and chairman of Torre Lazur-McCann Healthcare Worldwide

For more information on IOF contact Paul Sochaczewski:
psochaczewski@osteofound.org

To view the ad and to take the IOF One Minute Risk Test:
www.osteofound.org

For information on NOS:
t.reid@nos.org.uk

For copies of the TV ad and full press kit, please contact Caroline Lynch at Weber Shandwick at calynch@webershandwick.com or +44 207 067 0207

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