AMGEN
Porcelain Bones

Osteoporosis is a degenerative bone disease, weakening bone mass by reducing its resistance by 40%. This disease affects 1 out of 3 women over the age of 50.

IDEA

A collection of four porcelain plates was created with a porosity 40% higher than normal, making it as fragile as a bone affected by osteoporosis. Theses plates break upon the slightest contact. They were sent to the press and influencers with the following message:

“Untreated, Osteoporosis makes bones as fragile as this porcelain”.

RESULTS

2,4 million people were exposed to the media (TV / press / blogs) and social-media impact, increasing the screenings inquiries by 18% in 3 months.

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