The Brief

In Indonesia 2 out of 5 woman 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 woman to increase awareness on how to prevent osteoporosis and keep the conversation going.

Describe how the promotion developed from concept to implementation

We launched the Osteocessories a set of high fashion accesories that actually are medical bone supports for osteoporosis. We hijacked runways right after regular fashion shows in the biggest fashion event 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 woman 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 displays, and sneaked our way into the cue cards of talk shows all over the country

Describe the success of the promotion with both client and consumer including some quantifiable results

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 woman'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.

Explain why the method of promotion was most relevant to the product or service

Woman don't care about osteoporosis, but they do care about fashion. We talk to these woman in their language; FASHION.