To extend the campaign's reach in 2013, NBHA created a traditional trade show booth exhibit featuring an image of Cast Mountain and key stats around the two million bone breaks that ocur every year due to osteoporosis. The new exhibit is easier to transport and has allowed NBHA to take advantage of donated booth space provided by several of its member organizations.
The first stop of the year for the full size version of Cast Mountain was the American Academy of Orthopaedic Surgeons (AAOS) annual meeting held from March 19-23 in Chicago. The exhibit was on display in a highly trafficked area of the meeting that attracts 15,000 orthopaedic surgeons and as always, generated a significant buzz among attendees who took photos with the exhibit and used it as a meeting spot.
Since, AAOS, the cloth screen version of Cast Mountain was displayed at NOF’s ISO annual meeting, also held in Chicago, from April 18-21 and at IMPACT 2013, the American Academy of Physician Assistants 41st annual meeting, held May 27-28 in Washington, DC. At both meetings, NBHA staff was on-hand to give live demonstrations of Fracture Prevention CENTRAL, distribute 2Million2Many materials and highlight the programs of our member organizations.
In September, the booth was displayed at a number of community events sponsored by the Washington Osteoporosis Coalition in Seattle and at the National Association of Nurse Practitioners in Public Health 16th Annual Premier Women's Healthcare Conference on San Diego.
In October, the full size version of Cast Mountain travelled to the AARP Life@50+ Expo in Atlanta where it was on display for the audience of 12,000+ consumers. While the cloth screen version of Cast Mountain was on display at the ASBMR annual meeting taking place in Baltimore from October 4-7.
2012 was a whirlwind year for the 2Million2Many campaign. Designed to break through the clutter and elevate osteoporosis to an issue of national concern, the campaign highlights the two million bone breaks that occur in the U.S. every year due to osteoporosis and issues a clear and simple call to action for healthcare professionals and consumers alike: if it’s 50+fracture, request a test.
The campaign launched at the National Osteoporosis Foundation’s International Symposium on Osteoporosis in April, and subsequently launched to the public on May 15 during the NBHA 2Million2Many: An Osteoporosis Educational Summit held at the Kaiser Permanente Center for Total Health in Washington, DC.
The 2Million2Many campaign and Cast Mountain also served as the backdrop for three events in Minneapolis, MN in October, including the International Osteoporosis Foundation’s World Osteoporosis Day Capture the Fracture press conference, American Bone Health’s Walk Tall for Life Bone Health Awareness Walk at the Southdale Shopping Center in Edina, MN and the American Society for Bone and Mineral Research annual meeting. The installation also travelled to Santa Fe, NM in August for the Santa Fe Bone Symposium; Newark, DE for the Fifth Annual Delaware Orthopaedic Symposium and a two-week stay at Christiana Care Hospital in October; and to Dayton, OH for the Speaking of Women’s Health Conference in November.
With each appearance, Cast Mountain makes an impact on event attendees and drives home the powerful message of just how prevalent, yet under recognized, osteoporosis is. The exhibit has attracted crowds and formed lines of consumers and healthcare professionals eager to have their pictures taken in front of it.
The 2Million2Many campaign’s first year activities also included national media and social media outreach and the development of strategic assets, including print and video PSAs, campaign materials and toolkits, and a 2Million2Many microsite.
As a result, 2Million2Many was featured in more than a dozen online and print media stories in leading outlets including USA Today, the Wall Street Journal, United Press International, The Huffington Post, Doctor Radio, Sheknows.com and more. 2Million2Many was awarded a platinum MarCom Award and was nominated for three additional national media/public relations awards, including the prestigious Clio Healthcare Award, The RX Club, and The Global Awards – World’s Best Healthcare Advertising.