Osteoporosis group turns attention to young adults

The National Osteoporosis Society (NOS) has brought in Somerset-based ADPR to target young adults and promote its 20th birthday.

The charity's first agency hire is designed to capitalise on events planned for its anniversary year, which currently include a party in
its home city of Bath and a series of fundraising walks.  ADPR will also promote Osteoporosis Month in June and World Osteoporosis Day on 20 October.

An as-yet-unnamed TV chef is devising recipes for healthy bones, which will be used for a viral campaign and will form the basis of a wider media relations drive.

'We are particularly interested in engaging a younger audience as this group does not tend to think about osteoporosis, perceiving it as a problem of old age,' said ADPR senior account director Jane Adkins.

'The foundations for preventing it need to be laid down early, like a pension for your bones,' she added.

ADPR initially pitched against Bloomsbury Communications and Swindon-based Vox PR for a broader media relations brief last year. While ADPR won the brief, it has since changed, incorporating the promotion of the charity's anniversary year. 

Adkins reports to NOS comms and fundraising manager Trevor Reid.

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