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Act on Fractures (frACTure) – World Osteoporosis Day 2017

by Chamberlain Healthcare PR, a Syneos Health™ Company for UCB Pharma

Summary of work

Act on Fractures (frACTure) – World Osteoporosis Day 2017

‘ACTing’ to raise awareness of osteoporosis and fragility fractures

UCB’s ambition is to transform the lives of people with severe diseases. To realise this ambition, UCB is organised into Patient Value Units (PVU) reminding employees that their purpose is to help people who suffer from chronic diseases. The bone PVU (bPVU), focusing on the commercialisation of romosozumab for the treatment of osteoporosis in postmenopausal women and in men at increased risk of fracture, aims to create a world free of fragility fractures. Worldwide, one in  women over the age of 50 will experience a fragility fracture due to osteoporosis.

UCB, together with Chamberlain Healthcare PR, created and launched ‘frACTure’, an internal campaign designed to engage and educate UCB employees globally on the mission of the bPVU and the current burden osteoporosis and fragility fractures pose to individuals.

The campaign featured on- and offline communications and activities that educated employees about osteoporosis and fractures, these included floor installations with augmented reality, live events, an online personality quiz, a Spotify playlist and a giant replica of an arm cast.

Twelve UCB sites across nine countries participated in the campaign.  4,000+ employees engaged with ‘frACTure’, with 59% of survey respondents agreeing they were now highly informed about osteoporosis.

Judges' comments

The judges selected this campaign as winner for its creativity of execution, range of ways people can engage, multimedia approach, fresh/young look at disease, its relationship with the IOF, as well as its use of humour. The engagement evidence was really clearly stated, there were positive outcomes and both internal and external endorsement. The judges were particularly fond of the Spotify playlist.


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Category Sponsors

Key dates

Entry deadline 5 March 2020
Extended entry deadline 12 March 2020
Judging day 1 7 May 2020
Judging day 2 21 May 2020
Awards Ceremony 2 July 2020

Contact information:

For sponsorship opportunities:
Sales Team
Tel: +44 (0)1372 414200

General event enquiries:
Debbie Tuesley
Tel: +44 (0)1372 414243

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