IOF targets men for world day

Organisation International Osteoporosis Foundation Campaign World Osteoporosis Day Date 20 October PR team Weber Shandwick in some countries Budget Determined locally by each national osteoporosis society

From a ‘community march’ along Rio de Janeiro’s Copacabana beach to a ‘calcium breakfast’ for Bulgarian journalists in Sofia, the annual World Osteoporosis Day is this year devoted to raising awareness about osteoporosis in men.

Although it is estimated that up to one in five men over 50 may be affected by the disease, the International Osteoporosis Foundation – which co-ordinates World Osteoporosis Day – points out that most people (and doctors) view osteoporosis as a women’s disease.

The IOF’s Swiss-based comms team provides materials for the week, distributing artwork, posters and a booklet titled ‘Osteoporosis in Men’. Osteoporosis Australia will host a press conference to launch the booklet, followed by a ‘sportsmen’s lunch’ attended by the likes of rugby league legend Mal Meninga. Brazil will host a rally in Rio, where caps and T-shirts will be handed out and free bone ultrasound exams will be offered.

In Iceland, MPs will be invited to a ‘calcium-rich lunch’ and the national football team has been invited to have their bone density measured, while in South Africa, horns will be distributed to firms prior to WOD – with the tagline ‘Osteoporosis is a silent disease. Make a noise’.

For more information contact IOF head of comms Paul Spencer Sochaczewski on 00 41 22 994 0100 Awareness campaign data supplied to PRWeek by Foresight. Visit www.foresightonline.co.uk

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