Osteoporosis is a condition that weakens bones and puts people at risk of fractures. Unfortunately, it is simply not a priority for doctors: their elderly patients can have many conditions that require more immediate attention, so osteoporosis treatment is often only begun after a patient breaks a bone.

Advertising for osteoporosis treatments focuses almost exclusively on bones – scans, anatomical cross-sections, or stock metaphors such as scaffolding and bridges. Amgen and health agency PAN Unlimited have created a campaign that aims to disrupt current trends and behaviours in the area, prompting healthcare professionals to take action and treat earlier.

The new Prolia^® campaign highlights the serious nature of the ‘silent assassin’ that is osteoporosis. In a strikingly different approach for an osteoporosis treatment, George Logan’s photography captures the under-appreciated psychological effect of the condition: the fear of devastating damage from seemingly innocuous falls.

Feedback from local markets has been extremely positive, with the campaign hailed as “a real game-changer” that will give the brand a chance to stand out from the crowd.

Arron O’Hare, Creative director at PAN Unlimited, explained that: “Osteoporosis is often overlooked. It’s seen as a relatively dull subject. We wanted to change all that. We needed to grab our audience’s attention and drive home a strong, straightforward message. The slightly surreal imagery of an exaggerated fall of a vulnerable patient, in an everyday scenario, commands your attention. The thought-provoking headline then unlocks the idea perfectly, leaving the reader in no doubt about the importance of prescribing earlier to avoid potentially devastating consequences.”