Challenge

Put an end to the false information about osteoporosis and raise awareness of the condition

Solution

The “Fractured Truth” campaign aimed to fracture the misconceptions about osteoporosis while bringing raise awareness to the condition. Since the target audience was women in their 50s and 60s, we decided to reach these women where they are: Facebook.

As the digital content specialist at my agency, I was consulted throughout the campaign to make sure the messaging was effective and engaging. The Facebook page includes a range of videos, GIF’s, and static posts that aimed to build a community and inspire our target to engage with us. The creative was purposely bold, provocative, even shocking — we wanted to be sure they would break through the complacency women experience surrounding this disease.

RESULTS

Our Facebook page was a hit, with over 16,000 page likes

Our first post was shared over 800 times and received almost 6,000 likes

Within 6 months of launching, Fractured Truth became one of the fastest-growing pharmaceutical pages on Facebook

It also rapidly outperformed 5 of the top osteoporosis pages on Facebook in terms of audience and engagement

The most popular post received over 8,000 reactions and was shared almost 5,000 times.

Fun Fact: There are more than eight million women with osteoporosis in America. To date, the Facebook campaign has been seen by over 10 million people.