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Case study: frACTure

Helping to create a world free of fragility fractures

Published: 13 Jan 2019

frACTure image

Client: UCB

Agency: Chamberlain Healthcare PR, a Syneos Health company

Campaign: frACTure

Timescale: N/A

A quick look

UCB, together with Chamberlain Healthcare PR, a Syneos Health company, 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 off-line communications and activities that educated employees about osteoporosis and fractures. In all, 12 UCB sites across nine countries participated in the campaign, and +4,000 employees engaged with ‘frACTure’, with 100% of survey respondents confirming that they are now more informed about osteoporosis and fragility fractures.

Challenge

The goal of UCB’s bone Patient Value Unit (bPVU) is to help create a world free of fragility fractures. Worldwide, one in three women and one in five men over the age of 50 will experience a fragility fracture due to osteoporosis, equating to over 9 million fractures annually or one fragility fracture every three seconds. In achieving their goal the bPVU wanted to start internally and create a collective sense of understanding amongst UCB employees that fragility fractures need urgent attention at the level of individuals and health systems.

Solution

Using World Osteoporosis Day (WOD) and the International Osteoporosis Foundation (IOF) Patient Charter as a platform from which to raise the profile of fragility fractures, we created and launched ‘frACTure’, a 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.

There were several components to the ‘frACTure – Let’s act together on World Osteoporosis Day to create a world free of fragility fractures’ campaign, including:

  • 12 nominated ‘WOD champions’ helped to drive the campaign at local UCB sites; regular WebEx calls took champions through the planned activities and supporting materials to foster excitement and support to roll-out the initiative locally
  • A frACTure toolkit was created containing  all the components of the campaign to enable affiliates to translate and localise materials and hold local events
  • An on- and off-line three-week teaser campaign was rolled-out across UCB HQ and local sites to build excitement and engage employees in the run-up to WOD A white/bone-themed party was held at UCB HQ where employees were encouraged to learn about osteoporosis and sign the IOF Charter, a petition in support of osteoporosis patient rights and designed to raise the profile of osteoporosis, with the aim of making fracture prevention a global health priority
  • Local WOD events were held to raise awareness of fragility fractures and the IOF Charter.

Results

The ‘frACTure’ campaign exceeded all target metrics and deliverables, with 12 UCB sites across nine countries participating and over 4,000 employees engaging with WOD activities. In total, 690 UCB employees signed the IOF Charter accounting for 30% of all Charter signatures.

In a post-WOD survey, 100% of respondents confirmed they are now more informed about osteoporosis and fragility fractures, with 53% feeling highly informed as a result of the campaign. From the same survey, 79% of respondents correctly recalled all three key messages from the day and the local activities.

Client verdict

Externally, the IOF tweeted their thanks to UCB for their support and to the members of UCB staff who signed the Charter. IOF CEO Philippe Halbout said: “The UCB frACTure campaign was creative, well supported across all the UCB offices and highly engaging both internally and externally. It showed how committed the company is to raising awareness of osteoporosis and fragility fractures. I applaud the work they did for patients.”

This positive feedback was echoed by Dr Pascale Richetta, Head of Bone and Executive Vice President at UCB. She said, “I’m incredibly proud of the frACTure campaign and how well it was supported across the UCB offices. The campaign has made a real difference to the way employees think about osteoporosis and fragility fractures, and the important work that the UCB bone patient value unit is doing to address the gaps in treatment and management of the disease.”

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