Results and Effectiveness

The ugly topic turns into the next must have conversations in major TV channels, blogs, and social medias. Celebrities volunteered to spread the word in their interviews and talk shows. PERWATUSI had unprecedented earned media coverage of 710.000 dollars. Young woman's awareness towards the disease rose up to 53% after the event, and 8000 new subscribers to the PERWATUSI newsletter in the 1st week after the event.

Creative Execution

We launched the Osteocessories, a set of high fashion accessories that actually are medical bone supports for osteoporosis. We hijacked runways right after regular fashion shows in the biggest fashion even in the country., Indonesia Fashion Week 2012. The show is staged as if its selling a new line of accessories, except at the end of each run, the models will showcase pains and hardships faced by women with osteoporosis. We also hijacked top fashion magazines, disguised the ugly topic into fashion spreads. We infiltrated fashion stores all over the city by putting our mannequins on their window display. and sneaked our way into the cue cards of talks shows all over the country.

Insights, Strategy and the Idea

In Indonesia, 2 out of 5 women develop osteoporosis. However the disease is considered an ugly topic, no woman wants to talk about it. PERWATUSI wants to spark a discussion among young women to increase awareness on how to prevent osteoporosis and keep the conversation going.