| Title | OSTEOCESSORIES |
| Brand | PERWATUSI |
| Product / Service | OSTEOPOROSIS AWARENESS |
| Category | A03. Best Use of Live Events and/or Celebrity Endorsement |
| Entrant | JWT Jakarta, INDONESIA |
| Entrant Company: | JWT Jakarta, INDONESIA |
| PR/Advertising Agency: | JWT Jakarta, INDONESIA |
| Name | Company | Position |
|---|---|---|
| Ivan Hady Wibowo | JWT Jakarta | Executive Creative Director |
| Pingkan Rarumangkay | JWT Jakarta | Creative Director |
| Ratna Puspita | JWT Jakarta | Copywriter |
| Sebastian Chendra | JWT Jakarta | Art Director |
| Selwyn Irawan | JWT Jakarta | Art Director |
| Budiman Raharjo | JWT Jakarta | Art Director |
| Nina Rakhmatika | JWT Jakarta | Producer |
| Budi Mulianto | JWT Jakarta | Print Producer |
| Nikken Diahtantri | JWT Jakarta | Client Service |
| Reza Fitriano | JWT Jakarta | Client Service |
| Clarissa Jayakumara | Clarissa/Peddy | Photographer |
| Rudy Harianto | Digital Imaging Artist | |
| Imelda Untoro | Designer/Stylist | |
| Eggy | Music Director | |
| Aldo Hutomo | Additional Credit | |
| Pingky | Make Up |
To get fashionable young Indonesia women thinking about the risks of osteoporosis, PERWATUSI, an Indonesian healthcare NGO, launched OSTEOCESSORIES (A NEW LINE OF FASHION ACCESSORIES IN THE FORM OF UGLY BONE BRACES) and hijacked fashion runways, fashion spreads in women magazines, and the hippest fashion stores & boutiques. Women who came looking for fashion tips, left thinking that a regular dose of calcium and a better diet might be their best beauty accessory.
PERWATUSI wants to spark a discussion among young women to increase awareness on how to prevent osteoporosis and keep the conversation going.
The ugly topic turns into the next must-have conversation 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 women's awareness towards the disease rose up to 53% after the event, and 8000 new subscribers to the PERWATUSI newsletter in the first week after the event.
We launched the OSTEOCESSORIES in the biggest Fashion Week ever held in Indonesia, Indonesian Fashion Week 2012 by hijacking runways right after regular fashion shows. The show is staged as if it’s selling a new line of accessories, except at the end of each run, the beautiful models stumbling down runways and showcasing pains and hardships faced by women with osteoporosis. We also hijacked fashion magazines, disguised the ugly topic into fashion spreads. We infiltrated fashion stores all over the city by putting our mannequins on their window displays. And sneaked our way into the cue cards of talk shows all over the country.
In Indonesia, 2 out of 5 women develop osteoporosis. However the disease is considered an ugly topic, no woman wants to talk about it. They don't care about osteoporosis, but they do care about fashion.
The campaign communicated to these women in the language they are best at and easy to relate to; FASHION. We worked with a local designer to create a range of high fashion accessories made of ornate, haute-couture bone braces and launched it as OSTEOCESSORIES to grab headlines, driving up awareness of the disease and became a talking point among young Indonesian women.