Creatividad: AMGEN

2,4 million people were exposed to the impact on media (TV, press, blogs) and social-media (Twitter, Facebook). The screenings inquieres increased by 18%

CampaignDescription
A collection of four porcelain plates were created with a porosity 40% higher than normal, making it as fragile as a bone affected by osteoporosis. These plates break upon the slightest contact, and represent the bones most affected by fractures. They were sent to the influenceurs accomapnied with the following message : "Untreated, osteoporosis makes the bones as fragile as this porcelain".

Execution
Osteoporosis is a degenerative bone disease, lowering bone mass and considerably reducing its resistance. This disease affects 1 in 3 women over the age of 50. To raise awareness among women and encourage them to get tested, we have created a porcelain that’s more fragile than average. A porcelain that’s 40% more porous than normal… making it as fragile a bone affected by the disease. This porcelain was made in a factory in Limoges where hundreds of plates were made. In this way, we have created a collection of plates, in the form of an illustration of the four bones the most affected by fractures. Each one of these plates breaks with little contact. They have been placed in a case, completely protecting them from any impact. These sets were sent to influential people, journalists, bloggers and different television channels, making a large number of people aware of the following

Strategy

The Amgen strategy is to raise awareness of osteoporosis checks among women before they reach 50 years old. 
The idea here is to encourage screenings without shocking them, but reaching out to them. We targeted influential people by showing them the fragility of bones that are unaffected by the disease. Bones can break with minimal impact like the image of these plates made from a porcelain that is 40% more porous than average. ...

Synopsis
Osteoporosis is a degenerative bone dosease, weakening bone mass by reducing its resistance by 40%. This disease affects 1 out 3 women over the age of 50.

Awards
Cannes Lions International Festival of Creativity 2017 
Shortlist Design Promotional Item Design