18/11/2011
Anlene, the Expert in Bone Nutrition has launched a campaign in collaboration with Clear Channel, aimed at raising awareness amongst women in Singapore of the importance of bone health in the fight against osteoporosis.
Using Clear Channel’s Out-Of-Home Media as the vehicle to showcase this exciting and thought provoking campaign, it targets women aged 30 years and above, who face a higher chance of developing osteoporosis, due to increased bone deterioration. Bone mass usually peaks towards the late twenties so it is vital women take action early in order to reduce the risk of osteoporosis in later life.
The Anlene posters, are currently displayed across a people&places customised network of 200 locations island wide, depict a woman with her backbone the shape of an hourglass, to highlight the importance of time and taking action early to fight bone related diseases.
As an additional creative boost to the campaign, a special create&collaborate 2D Fabrication has been developed which also features an hourglass to reinforce the message that “If you’re over 30, Time may be running out for your bones”. The 2D Fabrication of the hourglass, complete with sand is placed within the Clear Channel shelter panel to amplify the campaign messages.
The create&collaborate special creatives have been placed in a variety of neighbourhood and central locations including Bukit Timah Road, Robinson Road, Ang Mo Kio, Upper Changi Road, Victoria Street and Orchard Road (outside Plaza Singapura).
Creative Agency: BBDO and Proximity Singapore
Media Agency: OMD Singapore