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Creative

FCB Health's Osteoporosis Awareness Stunt Urges Women to 'Beware the Chair'

FCB US, 2 years, 6 months ago

Crouse Hospital, Spirit of Women campaign scares passersby with a rambunctious remote-controlled wheelchair

FCB Health's Osteoporosis Awareness Stunt Urges Women to 'Beware the Chair'

Approximately 54 million Americans have low bone density or osteoporosis, causing one in two women and up to one in four men over the age of 50 to break a bone every 3 seconds. The result is a dramatically changed quality of life – half of all women who break a hip from this disease end up in a wheelchair for part or the rest of their lives. More alarming, 20% of those same women die within a year. 

Crouse Hospital, Spirit of Women and marketing agency FCB Health have partnered to spread the word warning people to “Beware The Chair,” utilizing a remote-controlled wheelchair designed to stop women in their tracks. The campaign is engineered to get people to pause, learn about the seriousness of osteoporosis and take action via social media, including Facebook, Twitter, YouTube and Instagram, along with print, outdoor and point-of-care materials. 

Additonally, in demonstration of the partners’ commitment to improving patient care and reducing the costs of healthcare, they are offering free use of the campaign to hospitals and health organizations nationwide. 


“This campaign is really different,” says Leesa Kelley, Crouse Spirit of Women marketing manager. “When it comes to osteoporosis, and women’s health in general, there’s no such thing as too much vigilance. An informed patient can help turn the tables on this challenging, often overlooked condition.”

The campaign hub, BewareThechair.com, illustrates the issue and connects people with bone health information and bone density scans. It includes resources available from the National Osteoporosis Foundation (NOF), the nation’s leading organization solely dedicated to osteoporosis and bone health, as well as the National Bone Health Alliance (NBHA). NOF provides consumers and healthcare professionals with information about osteoporosis risk factors and healthy habits that everyone can follow to help maintain their bone health. NBHA provides additional information about the connection between bone breaks and osteoporosis, which can be found at 2Million2Many.org, the NHBA osteoporosis awareness campaign that encourages everyone age 50 and above who suffers from a fracture to request a bone density test.

“The only way to stand up against osteoporosis is to know your risk,” said Ann Sedore, RN, Ph.D, Crouse Hospital’s chief nursing officer. “Luckily, this is a disease that can be kept in check with prevention, but because its development is silent, like hypertension, it gets ignored until it’s too late. While healthcare providers tell their patients to learn their risks, osteoporosis is rarely the focus of a visit, which is why a widespread, attention-grabbing awareness campaign is very valuable.”

Creative Agency

Creative Agency: FCB Health

Category: Corporate and social , Health

Genre: Stunts