Far away from pharmaceutical promises, we have identified the cause of osteoporosis in this campaign and with Franziska Van Almsick as the protagonist, presented the solution – exercise and healthy nutrition are essential. This osteoporosis awareness campaign shows the viewer that he can really do something himself to counteract this disease preventively. No tablets and supplements are advertised, only the drive for a healthy lifestyle is recommended to the audience.
As the sun rises and a new day dawns, 82 million people in Germany begin their day differently. For many people, this step is already associated with significant obstacles, whether it is the daily work such as, cleaning out the stable, go for a walk with the dog or play with the grandchild. Osteoporosis is part of more than 6 million people in Germany and nearly 800,000 more are added every year. It is a silent common disease and does not get much publicity. In our spot, the participants realize that they can no longer live their day. Once even daily activities in the form of grocery shopping become impossible, osteoporosis has taken its life completely over; but it can be prevented; through a healthy lifestyle, eating clean and doing sports.