Don’t break yourself
The informational campaign “Don’t Break,” carried out by PR Play in collaboration with Amgen Bulgaria, aimed to elevate public awareness of osteoporosis. The campaign focused on promoting early diagnosis and contemporary treatment options while highlighting the challenges faced by individuals with fragile bones. Furthermore, it aimed to encourage medical professionals to actively pursue the identification of the disease.
Nearly 450 000 Bulgarians suffer from osteoporosis, and at least 500 000 have borderline conditions with reduced bone density. In Bulgaria, the problem is significant, as osteoporosis is often considered an “age-related disease that cannot be treated.” Patients tend to neglect their bone health, resulting in numerous fractures and, consequently, increased mortality. Many Bulgarians only realize they have osteoporosis when they suffer a bone fracture, making treatment much more challenging.
To reach a maximum number of people, both those diagnosed with osteoporosis and those at risk, we used various communication channels and unconventional information carriers. We engaged with target groups through media, social networks, specially designed posters, leaflets, branding on city transport buses, and a unique art project. The campaign ran throughout the year, with a focus on in October, when it is World Osteoporosis Day. As a partner, we collaborated with one of the largest municipalities in Sofia.