Early detection starts with x-ray tests that women have to go through on regular basis. Building on that medical approach, the idea used an innovative print support never done before in our market and stood out from the clutter. The visual twist with Pisa Tower expressed in a familiar way, the effect of this disease on the human body, avoiding technical words that would turn off readers.

This campaign was launched around Osteoporosis awareness month and supported activities on the ground led by the Ministry of Health. Figures of detection exams were not provided.