CBS Cares has debuted their latest Public Health Campaign in Sixty Minutes- a brilliantly impactful collaboration with the cast of the Broadway Musical Hair - to a generation of Baby Boomers whose senior memories are quickly engaged and transported to a time of healthy vibrancy when viewing the musical public service announcement on the CBS Cares website (www.cbscares.com). As Matthew Margo - who heads these campaigns for the CBS Television Network - writes in the campaign’s intro, “the generation that once reached for the acid now reaches for the antacid and has to confront an array of health issues”.
Among Baby Boomers entering their fifth and sixth decade of life, Osteoporosis seems to lag behind attention paid to cholesterol readings and cardiac health. And when the disease is acknowledged, the target is more likely to be women. This initially seems appropriate as women can be more urgently compromised by significant bone loss after menopause. But as current research shows, our aging male friends and partners are also at risk.
Falls due to fragile and brittle bones are a major health problem among seniors. If hip fracture is sustained, mortality is seriously compromised along with ability to independently function! Among those over 65, the mortality rate following fracture can reach 20% at six months, (Magaziner, J. 2000) while among the more aged and health compromised it can rise to 49% in the same six month post op period.
According to the International Osteoporosis Foundation website, hip fractures cause the most morbidity in the first year post fracture and mortality compromise continues for up to five years. The loss of mobility can result in up to 33% becoming totally dependent or in a nursing home the following year. Too often these sobering statistics are left out of well meaning messaging about “healthy bones”. Thus the dangers of Osteoporosis receive far less attention than merited.
Enter CBS Cares to headline the issue in a Boomer marquee where it belongs!
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