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WOD 2007 |
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 World
Osteoporosis Day 2007
The World Osteoporosis Day (WOD)
was officially held for the first time in Dubai
through the initiative of the Emirates
Osteoporosis Society that was founded in
November 2006. Through the support and under the
umbrella of the International Osteoporosis
Foundation, the GLOBAL WOD was launched in Dubai
on 20th October 2007.
The tv cartoon series characters, Freej, were
chosen as the official Ambassadors. In Arab
culture, a grandmother is the heart of the
family. Old ladies have the potential to be
humorous, wise and quirky. Arabs revere the
elderly and listen to their advise. Who better
to advise the children and youth about the
benefits of taking care of their bones than Umm
Khammas, Umm Saloon, Umm Allawi and Umm Saeed!
The approach adopted to deliver the campaign
included a high profile radio and media
advertising strategy and also incorporated….
- a publicity stunt through Sheikh Zayed Road
utilising “The Big Bus Company”
- a Walkathon for the public at Zabeel Park
- awareness stands at various shopping malls
This was supported by a comprehensive public
relations strategy which focused on building a
knowledge and an understanding of the risks
associated with Osteoporosis, the preventative
measures that could be undertaken and the
treatment that is available to treat the
disease.
In designing the creative element of the
campaign, focus was placed on delivering a
practical message, with the aim of transforming
current knowledge and understanding amongst the
public into positive actions. The choice of the
activities for the campaign was based on
ensuring maximum reach and participation by the
public.
The campaign was successful mainly due to the
tremendous support received from the sponsors,
Platinum – Les Laboratories Servier, Nestlé-Nesvita,
Silver - Hoffman Le Roche, Bronze – GE
Healthcare and Supporters – Channel 4FM, 7 Days,
GD Designs, Dubai Health Authority, Freej,
Fitness First, Flying Elephant.
INFORMATION MATERIALS
Over 40,000 leaflets and brochures were printed
and distributed to the public. These materials
were printed in both Arabic and English and
included:
- A One minute Risk Test
- A Thematic Report
- Know and Reduce Your Risk of Osteoporosis
- What is Osteoporosis
- Facts and Myths Surrounding Osteoporosis
PRESS COVERAGE
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