The debilitating condition of knee osteoarthritis - historically a problem that strikes people in their 60s and beyond - now reaches down to affect younger generations in Asia Pacific countries, as sports exercise and over-use of high-heels among women cause pummel cartilage and ligaments. Biotechnology company Genzyme, maker of the treatment drug Synvisc-One, launched "KneetoKnow" as an awareness and education program to engage people on the topic of knee care.

The program goals were to create awareness and engagement around knee osteoarthritis and need-to-know signs for early detection. While promotion of care options and "viscosupplementation" treatment such as Genzyme’s Synvisc-One was key, the company wanted branding to take a backseat to the issue.

With limited budget, Genzyme’s strategy was to gain attention by showcasing the hidden beauty and personality of knees, utilizing knees as a creative palette and backdrop for telling the osteoarthritis story.

Genzyme achieved strong media coverage in all its target geographic markets and successfully engaged its audiences through social media and other highly creative elements such as a Knees of Asia knee-painting contest. The campaign was successful in securing a bright spotlight on the issue, online and off, and in significantly increasing sales of its treatment drug.

- Partnered with National Arthritis Foundation in Singapore and Philippine Orthopedic Association to extend the credibility of the program.

- Launched Facebook marketing campaign featuring original educational information with links.

- Created Facebook ads for targeted women and sports communities to drive traffic to page.- Launched "Knees of Asia" contest inviting consumers to submit photos of original knee art. Judging was based on creativity of design, and winners received Apple products.- Commissioned an artist to paint a series of images on the knees of six patients, depicting the causes of knee OA at the launch of the campaign.- Centred campaign around World Arthritis Day, holding photocall events with celebrity partners in Singapore (athlete Nicholas Fang, national sailor, Yurii Siegel) and Philippines (Congresswoman Lani Mercado Revilla).

- Continued to keep campaign fresh with new material and research findings.

Raise awareness around need-to-know signs for early detection of knee OA.- Coverage focused on importance of early diagnosis and treatment.- 55 media placements were secured across key markets, in tier one media.- Strong participation from partner organizations.- Facebook metrics:- 600+ page views per day throughout campaign - 2,400 fans, majority aged 18-44.

- 21,000+ total page views- "KneeToKnow" ranked first under Google search and links directly to Facebook Page- Total votes for contest winning entries: Philippines - 3,471 votes; India - 1, 532 votes; Singapore – 330 votes; Malaysia – 203 votes- Facebook page remained active after campaign ended.Promote treatment and care options from Genzyme (Synvisc-One)- In Singapore, sales of Synvisc increased 50 percent in one channel.- Sales increase in India and Malaysia following campaign.- Increase in patients asking about OA viscosupplement treatments (qualitative feedback)