OSTEOPOROSIS SOCIETY BEGINS PSA CAMPAIGN
By Adnews Staff
Palmer Jarvis DDB of Edmonton has created a PSA campaign for the Alberta Chapter of The Osteoporosis Society of Canada. The campaign aims to educate women about the risks associated with osteoporosis. Grocery cart advertising will roll out this week. One side of the ad displays the headline "Push at your own risk," in reference to the potential for osteoporosis sufferers to break bones by pushing a heavy cart of groceries. The headline "Lift at your own risk," is used on the other side of the ad to warn of the danger of lifting heavy items. Both sides display the URL of the organization's Web site, <http://www.osteoporosis.ca>. The campaign also includes three 15-second television ads. The first shows a baby with the warning, "Pick up at you own risk." The second shows a turkey in a freezer and the message, "Lift at your own risk." The third shows a book on a floor and the copy, "Bend at your own risk." The campaign will run through November, accompanied by a media relations effort and a brochure distributed through pharmacies.