Healthy Bones Action Week
(Dairy Australia) 

National Healthy Bones Week is a longstanding health promotion week, engaging consumers, stakeholders and media on the issue of osteoporosis. 

For the Week’s 20th anniversary in 2014 The Reputation Group conducted focus groups with women to better understand their motivations for and barriers to good bone health. As a result, the week was refreshed with a new name “Healthy Bones Action Week” to raise women’s awareness of the importance of their bone health and encourage them to act to lower their risk of osteoporosis no matter their life stage. A new tagline “Stronger Bones Stronger You” with supporting creative was developed. Campaign activities included an online consumer engagement tool; a new website as a central information hub and media publicity. Many of Australia’s leading bone health experts participated in a national “call to action” which generated widespread media discussion and coverage. Dairy Australia also undertook health sector engagement, dairy farmers, food producers’ and retailers engagement. 

The campaign generated significant consumer participation, while media outreach resulted in more than 500 pieces of positive online, broadcast and press coverage.

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