CBS Cares Targets Osteoporosis with "Break a Leg!" Strategy
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.
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Hi Susan -
What a great idea! You're right on - CBS Cares should be commended for taking this unconventional approach to getting the word to Boomers about bone health and osteoporosis.
I have a couple of older male friends currently under medical care and in physical therapy programs because of bone injuries sustained while overestimating their physical abilities. It's often hard to accept the changes that come with aging, especially when information comes from lecture type approaches. A unique, entertaining and heartfelt approach can be a lot more effective.
Thanks for sharing this, I plan to share it with others.
Take good care,
Pat