CharityComms

The National Osteoporosis Society has brought in Good Relations to change the perception that osteoporosis is a 'frail old woman's disease'.

The charity is launching a campaign today to encourage the public to get regular 15 minutes bouts of sunshine.

'Many people believe you can't go outside without sunscreen on, due to successful campaigns from skin cancer charities', said the charity’s press and publicity officer Siobhan Hallmark. 'We will be very careful not to tell people to burn themselves in the sun, but a little bit of the sun is good for you', she added.

This is the first strand in a larger campaign which will attempt to raise awareness of the charity and change the perceptions of osteoporosis.

'Many people think osteoporosis is a frail old woman's disease', said agency account director Kirstin Kaszubowska. But she argued that while one in two women get osteoporosis, one in five men also get it.

Good Relations won the brief after a three-way pitch for the account.