For many years the danish Osteoporosis Association had struggled to spread the knowledge of the often overlooked but far too common disease. The major challenge being that osteoporosis is invisible to the naked eye. This means that many Danes suffer from the disease without knowing before it’s too late – thus compromising their quality of life. That’s why, in connection with the association’s 25th anniversary, extra efforts were made to reach the major goal of a National Action Plan. As part of the solution the integritet cross-media campaign “Kæmp for Knoglerne” was launched with the purpose of encouraging potential sufferers of the disease to get examined in time while collecting signatures from devoted citizens in order to get the attention of the parliament.

18.000+

Collected signatures and backers

+130%

Increase in association memberships

130k+

Patients in preventive care and treatment