4media group recently worked with LithoLexal on a broadcast campaign to raise awareness of the medical condition Osteoporosis.
Anthea Turner joined us in the studio to discuss the condition after she was diagnosed with Osteopenia of the spine and hip, a precursor to osteoporosis. As a result, she embarked on a campaign to highlight the risks of developing the conditions as one ages, particularly for women.
Osteoporosis, a medical condition in which bones become brittle and fragile, affects over three million people in the UK. 50% of women aged 50 or over will suffer from a bone fracture due to osteoporosis, as will 20% of men, yet many will have no idea they have it until they break a bone numerous times.
Due to this, osteoporosis is often referred to as the ‘silent’ or ‘invisible’ disease, however the reality of the condition is far from silent, as the statistics speak loud and clear. There are twice as many osteoporosis sufferers as there are dementia sufferers in the UK and like dementia, osteoporosis will increase in prevalence as the population ages.
Anthea Turner is raising awareness for the condition after a chance bone scan classed her as high risk for osteoporosis of the spine and at risk of osteoporosis in her hips- despite regular exercise. Anthea's condition is particularly common in women after the menopause, due to hormonal changes that affect bone mineralisation, but an array of lifestyle and genetic factors can also affect the bone rebuilding process. Approximately 30% of all post-menopausal women have osteoporosis – many of these just don’t know it yet.
Anthea’s initiative, in conjunction with bone-health brand LithoLexal, offered helpful tips and advice about protecting and rebuilding healthy bones through lifestyle changes. Anthea was also joined in the studio by Medical Director Dr Omar Milhem.
The campaign achieved excellent coverage across 18 radio stations including 5 regional BBC’s. These included BBC Leeds, BBC Newcastle, BBC Nottingham, BBC Surrey and BBC Radio Tees, as well as BFBS Radio, UCB and many more commercial stations.