According to worldwide figures, 1 in 3 women and 1 in 5 men will suffer from osteoporosis. However, this fact is not well known among the general public. The brief was to generate awareness for the client’s calcium supplement product, which helps to develop stronger bones, and prevents osteoporosis.

The eye-catching stickers arrested the attention of many passers-by. Most moved closer to the volunteers to take a discreet second look at the message printed below the “sticker”, while some even walked ahead of the volunteers to read the message printed on the front of the t-shirt. By the end of the promotion period, the client saw a significant increase of 38% in sales of their product.

The agency created an ambient idea, wherein t-shirts were printed with what looked like cargo box stickers on them. These stickers featured the universal icon for “Fragile”. These t-shirts were worn by a group of 120 people of mid-to-senior ages, who then walked through high traffic areas while distributing informational leaflets. The same t-shirts were also given away free to customers at pharmacies and other retail outlets where the product is sold. This would serve to further propagate the message.