Arthritis Foundation of India Trust (AFI)
India-wide prevention campaign targets women:
actor and MP Hema Malini lends her voice to the cause
As part of the IOF Asian media campaign, World Osteoporosis Day was marked by the launch of a nationwide campaign to increase awareness of osteoporosis, particularly among women. The campaign, ‘Nari Na Jhuke’ includes free check up camps for early detection – with the camps continuing for one month in medical institutions across India. The campaign is sponsored by an educational grant from the company Nicholas Piramal India Ltd.
Well-known Hindi film actor and MP Hema Malini, who lends her support for the improvement of women’s healthcare, launched the campaign in Delhi. Talking about osteoporosis, Ms. Malini encouraged women to take a bone density test to check their personal risk for the disease. An audiovisual recording of her message will be aired at the camps across the country in various languages.
Dr. Sushil Sharma, chair of the Arthritis Foundation of India, stated, “Indians are at high risk of osteoporosis. We have a lower bone density, we do not get a calcium rich diet as children and we increasingly lead a sedentary lifestyle”.
Media coverage of World Osteoporosis Day was extensive, with articles appearing in leading newspapers such as Dainik Bhaskar, The Tribune, Rajasthan Patrika, The Hindu and Indian Express. The new IOF Asian TV spot, ‘Mannequin’, which is directed by Indian film-maker Naren Multani, appeared on channel Sahra Samay.
For further information about the IOF Asia-wide osteoporosis advertising campaign
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