PM360 2018 Trailblazer Awards Social Media Campaign Winner Radius and Patients & Purpose

Fractured Truth Campaign (Radius, Patients & Purpose)

Women have many misperceptions about osteoporosis, starting with the fact that it won’t affect them until their 70s or 80s. The “Fractured Truth” campaign from Radius and Patients & Purpose aimed to fracture these misperceptions and enlighten women to the truth. Since the target audience was women in their 50s and 60s, the companies decided to reach these women where they are: Facebook.

The Fractured Truth Facebook page is a community for women with osteoporosis. The page also includes a range of videos, GIF, and static posts that surprised women with their content and inspired sharing and commenting. The creative was purposely bold, provocative, even shocking—the companies wanted to be sure they would break through the complacency women experience surrounding this disease.

The campaign took iconic, everyday objects—such as a tea kettle, milk bottle, and an egg timer—and literally fractured them. Those images were paired with phrases of the key misperceptions of the disease, such as “Only ‘Old Ladies’ Fall and Break Their Bones,” and “Milk Builds Bone.”

The Facebook page was an instant hit, with more than 15,000 page likes. Women are also actively sharing and commenting on some of the surprising content. And within six months of launching, Fractured Truth became one of the fastest-growing pharmaceutical pages on Facebook in 2017. It also rapidly outperformed five of the top osteoporosis pages on Facebook in terms of audience and engagement in 2017. To put things further into perspective: There are more than eight million women with osteoporosis in America. To date, the Facebook campaign has been seen by over 10 million people.

One of our judges called the campaign “bold and decisive” with “high impact imagery and a powerful message.”


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