| Title | OSTEOCESSORIES BY PERWATUSI |
| Brand | PERWATUSI |
| Product / Service | OSTEOCESSORIES |
| Category | A01. Creative Effectiveness |
| Entrant | JWT JAKARTA, INDONESIA |
| Entrant Company | JWT JAKARTA, INDONESIA |
| Advertising Agency | JWT JAKARTA, INDONESIA |
| Name | Company | Position |
|---|---|---|
| Pinky | Make Up | |
| Aldo Hutomo | Additional Credit | |
| Eggy | Music Director | |
| Imelda Untoro | Designer/Stylist | |
| Rudy Harianto | Digital Imaging | |
| Clarissa Jayakumara | Clarissa/Peddy | Photographer |
| Reza Fitriano | Jwt Jakarta | Account Manager |
| Nikken Diahtantri | Jwt Jakarta | Account Suppervisor |
| Budi Mulianto | Jwt Jakarta | Print Producer |
| Nina Rakhmatika | Jwt Jakarta | Executive Producer |
| Budiman Raharjo | Jwt Jakarta | Art Director |
| Selwyn Irawan | Jwt Jakarta | Art Director |
| Sebastian Chendra | Jwt Jakarta | Art Director |
| Ratna Puspita | Jwt Jakarta | Copywriter |
| Pingkan Rarumangkay | Jwt Jakarta | Creative Director |
| Ivan Hady Wibowo | Jwt Jakarta | Executive Producer |
The Brief In Indonesia 2 out of 5 women develop osteoporosis. PERWATUSI wants to spark a discussion among young women to increase awareness about osteoporosis. The Solution We launched the Osteocessories, a set of fashion accessories that actually are medical bone supports for osteoporosis in Indonesia Fashion Week 2012. The show was staged as if it's selling a new line of accessories, except the models showcased pains and hardships faced by women with osteoporosis. The Results The ugly topic turns into the next must-have conversation in major TV channels, online media, and social media. Celebrities volunteered to spread the words 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%, and 8000 new subscribers to the PERWATUSI newsletter in first week after the event.