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.