IOF Bone Appétit campaign wins prestigious communications award

July 05, 2007

The International Osteoporosis Foundation's Bone Appétit campaign, which highlights the importance of nutrition in building strong bones, has won the 2007 Chartered Institute of Public Relations (CIPR) Excellence Award for International Public Relations.

The Bone Appétit campaign, which was launched on World Osteoporosis Day 2006, encourages individuals to take responsibility for their bone health by eating "bone-friendly food".

"IOF is delighted to receive this important industry recognition, for the work that was carried out by our team, our partners and sponsors, and the hundreds of osteoporosis patient societies who picked up the campaign and ran with it globally," noted IOF Chief Executive Officer Daniel Navid. "It's the combined efforts of the larger IOF Family who helped us reach more than 100 million people worldwide with the Bone Appétit campaign messages and to have more than 1.8 million visitors to the IOF website last October."

CIPR President Lionel Zetter said: "The Excellence Awards judging process is tough and competition is strong, so winning an award is a great achievement. It is confirmation that IOF's Bone Appétit campaign is amongst the best in the field."

The IOF team, working with a limited budget, developed a strategy and related creative materials appropriate to all IOF's 176 diverse member societies. The largest number of national osteoporosis societies ever held Bone Appétit events. The campaign used celebrity chefs to communicate the Bone Appétit message and they also assisted by doing hands-on cooking demonstrations and preparing meals at fundraising and media events.

Global Gold Sponsors for the IOF World Osteoporosis Day Bone Appétit campaign were Fonterra Brands, MSD, Novartis and Tetra Pak. There was also outstanding campaign support through the IOF Corporate Responsibility Programme for Bone Health, with workplace and community events were held in more than 30 countries. Participating companies included Fonterra Brands, Tetra Pak, Interpublic Group, Novartis, Roche, Lilly and GSK.
To see more of the Bone Appétit campaign, please visit Bone Appétit.

Osteoporosis, in which the bones become porous and break easily, is one of the world's most common and debilitating diseases. The result: pain, loss of movement, inability to perform daily chores, and in many cases, death. One out of three women over 50 will experience osteoporotic fractures, as will one out of five men1, 2, 3. Unfortunately, screening for people at risk is far from being a standard practice. Osteoporosis can, to a certain extent, be prevented, it can be easily diagnosed and effective treatments are available.

The International Osteoporosis Foundation (IOF) is the only worldwide organization dedicated to the fight against osteoporosis. It brings together scientists, physicians, patient societies and corporate partners. Working with its 176 member societies in 87 locations, and other healthcare-related organizations around the world, IOF encourages awareness and prevention, early detection and improved treatment of osteoporosis.

  1. Melton U, Chrischilles EA, Cooper C et al. How many women have osteoporosis" Journal of Bone Mineral Research, 1992; 7:1005-10
  2. Kanis JA et al. Long-term risk of osteoporotic fracture in Malmo. Osteoporosis International, 2000; 11:669-674
  3. Melton LJ, et al. Bone density and fracture risk in men. JBMR. 1998; 13:No 12:1915

About the 2007 CIPR Excellence Awards

The Excellence Awards recognise and reward best practice in public relations throughout the UK and acknowledge personal and team achievement at the highest professional level. The winners of the 2007 CIPR Excellence Awards were announced on Tuesday 3 July. Case studies from all the winning entries and a list of winners can be viewed on the CIPR website

This year the CIPR Excellence Awards received a record 730 entries for the 27 award categories, the highest number to-date. The judging procedures are rigorous and involve two stages. Each entry was shortlisted on the basis of a written submission to go through to the second round of judging. This involved being interviewed by a panel of judges, comprising senior PR practitioners and experts from the business, media, marketing and advertising communities.

For more information on osteoporosis and IOF please visit:

© 2007 International Osteoporosis Foundation

International Osteoporosis Foundation

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