Bone Savvy

In-the-know about Osteoporosis

Sara Rattigan & Samantha Moland

Specific Aims• Osteoporosis is a serious public health issue

• Prevention possible! Modifiable risk factors during peak bone density years

• Opportunity to design an osteoporosis prevention campaign for young adult women

• Communication intervention targeting savvy, intelligent, and independent demographic

Osteoporosis 101• “Porous bone” = low bone mineral density

• High risk of fracture to the hip, spine, and wrist

• “Silent Disease” and public health problem– 1 in 2 women age 50+ will break a bone due to

osteoporosis (1 in 8 men)– 71% women remain undiagnosed until fracture – DEXA scan is the primary diagnostic tool

Risk Factors• Female• White/Caucasian,

Asian• Post-menopausal• Family history• Thin, small frame• Eating disorders or

diseases that affect calcium absorption

• Diet low in calcium and vitamin D

• Physical Inactivity• Smoking• High caffeine

consumption• Excessive alcohol

and drug use

Prevention and Treatment

• Critical to build bone mass during peak bone density years (18-25)

• Dietary calcium & vitamin D– E.g. yogurt, milk, salmon, almonds

• Weight-bearing Exercise– Strength training, aerobics– Flexibility exercises

• Pharmacologic – Rx drugs, supplements

Prevention and Treatment

Young Women Risk Old Bones

• Avoidance of milk and dairy products, often replaced with diet soda and caffeinated drinks

• Avoid strength-training due to low self-efficacy – Prefer cardio exercise or no exercise at all

• Low perceptions of susceptibility to osteoporosis– Infrequent visits to PCPs, no vitamin/supplement advice

Target Audience• White/Caucasian women, ages 18-25

– Peak bone density years– Formative years for lifestyle habits

• Women lacking weight-bearing exercise in their fitness routine

• Low calcium and vitamin D intake

• College students and young professionals in Boston

• Fitness club members

Overall Goals

Dramatically reduce Dramatically reduce the number of women the number of women

who develop osteoporosiswho develop osteoporosis

Communication Goals• Promote positive dietary

changes to increase calcium and vitamin D intake

• Promote physical activity changes to increase strength training

• Increase awareness and perceptions of risk about osteoporosis

• Educate about osteoporosis and osteoporosis prevention guidelines

Formative Research• Inadequate knowledge about osteoporosis risk and

prevention

• Lower perceived susceptibility to osteoporosis

• Societal and social environments affect self-efficacy (and intention)

• Campaigns must be tailored to address specific behaviors/beliefs

Formative Research (cont.)

• Got Milk? Campaign– appealing; lacks any notions

of perceived susceptibility

• NOF Joan Rivers PSAs– Great idea for older women

• Personal trainers – opinion leaders in fitness

center environment

Audience Profile

Media Preferences• Female broadcasters • Cable TV

– Weather Channel, CNN, Fox, Lifetime

• Entertainment magazines

Dietary Preferences• Ice cream, yogurt,

cheese• Bottled water• Energy and coffee

drinks (w/o milk)• Diet cola

Audience Profile (cont.)

Potential Venues

• Sports/fitness clubs

• Dance clubs

• Walks/Road races

• Yoga/pilates studios

Measurable ObjectivesBy June 2009:• 10% will increase

calcium and vitamin D intake

• 10% will incorporate strength training into routine

By January 2010:• 5% will increase

awareness and perception of risk

• 5% will understand basic osteoporosis information

Theoretical Framework• Theory of Reasoned Action

– Benefits of consuming dairy must outweigh the barriers

• Social Cognitive Theory– Are the women around me doing strength training?

Getting enough calcium and vitamin D?

• Diffusion of Innovations– Fitness club staff as opinion leaders: Opportunity for

one-on-one and group recommendations

Communication Concepts

• Bone Savvy: She’s got the smarts, strength, and attitude to prevent osteoporosis. (Theory of Reasoned Action; Social Cognitive)

• Health is more than a toned body. Bone up on calcium and strength-training.(Diffusion of Innovations)

• Just like your best friend... twenty-something and at-risk for osteoporosis. And we aren’t just talking about grandma’s old bones.(Theory of Reasoned Action; Social Cognitive)

Bone Savvy

• She’s got the smarts, strength, and attitude to prevent osteoporosis

– Angle that best resonates with target audience

– Increases likeliness that behavior change will be internalized

– Health conscious & intelligent

Communication Plan: Audience

• White women, ages 18 to 25• College students and young professionals• Fitness club members• Live and work in Boston Metro region

Communication Plan: Goals

• Promote dietary changes to increase calcium and vitamin D intake

• Promote physical activity changes to increase strength-training exercise

• Educate about osteoporosis and prevention

• Increase awareness about osteoporosis risk and prevention strategies

Communication Plan: Messages

Theory of Reasoned Action• Bone savvy? What an intelligent woman like yourself should

know (and do!) about osteoporosis.

• A whole latte love… for you and your bones.Diffusion of Innovations• Goodbye boring routine, hello bench press. Dumbbells aren’t just for the boys.

Let BSC staff help you pump up your fitness routine.

• New Year, New You! Trim and toned. Let BSC staff write a prescription for your perfect body.

• Strong Bones, Sexy Figure. Strength-train.

Design & Development• Clean design, well organized

• Engaging and illustrative

• Needs to be representative of target audience– Focus groups

– Formative evaluation

Communication Plan: Settings

Boston Sports Clubs (BSC)

• Ample space for posters/brochures

• Beverage vending machines

• Individual TVs on cardio machines

• Wide variety of group classes

• Personal training

Marketing Activities• Launch date January 2009

– Coincides with many new gym memberships– Strong fitness motivation and diet improvement

goals• Posters & PSAs & Web Resource• Personal Trainers

Sponsors & Partners

• Sponsors help sustain and legitimize campaign• Town Sports International• Relevant to osteoporosis and women’s health

Questions?