Title	PORCELAIN BONES
Brand	OSTEOPOROSIS
Product/Service	OSTEOPOROSIS
Category	B02. Dimensional Mailing
Entrant	HUMANSEVEN Paris, FRANCE
Idea Creation	HUMANSEVEN Paris, FRANCE
Media Placement	HUMANSEVEN Paris, FRANCE
PR	HUMANSEVEN Paris, FRANCE
Production	HRCLS Paris, FRANCE
Production 2	WANDA PRODUCTIONS Paris, FRANCE

Name	Company	Position
Xavier Beauregard	Les Gaulois	Chief Creative Officer
Aurélien Bigot	Les Gaulois	Art Director
Benjamin Le Coz	Les Gaulois	Copywriter
Ingrid Vasseur	Les Gaulois	Producer
Lionel Dray	Les Gaulois	Music Supervisor

The Campaign

For the occasion of World Osteoporosis Day, a series of 4 plates was created and figured the bones the more affected by osteoporosis. They were cracked by the slightest shock as their porosity was 40% higher than normal, making it as fragile as a bone affected.

Creative Execution

As the media plan was light, the fragile plates were sent to influencers and journalists at the launch of the campaign. The package included the following message “Untreated, osteoporosis makes the bones as fragile as this porcelain”.

Results

As a result, this PR operation reached both traditional and social media: - 1-minute introduction on 'Nouvelle Edition' French TV show on C8 at 12 on October, 20th - 10 press articles - Social posts 2.4million people were exposed to the campaign. This French case became a reference and the campaign was later re-adapted in other European countries.

The Porcelain Bones campaign aimed to raise awareness on osteoporosis and encourage women to get tested for the disease. Purposely unbranded, the communication was directed to the people. Sending bone-illustrated plates to influencers was a way to shock and convey a very personal message to the recipient.

All adult women – and their relatives – were targeted. The campaign also aimed to reach medical organisations, doctors and specialists, as well as influencers and traditional and social media. Therefore, the campaign was launched on October 20th, for the World’s Osteoporosis Day.