Amgen: Porcelain Bones

Credits & Description:

Brand: Amgen (for the World Osteoporosis Day)
Category: Pharmaceutical
Media: Direct
Title: Porcelainbones
Brand: Amgen
AGENCY: LES GAULOIS
Chief Creative Officer: Xavier Beauregard
Art Director: Aurelien Bigot
Copy Writer: Benjamin Le Coz
TV prod: Ingrid Vasseur
PRODUCTION: WANDA
Directors: Les Colts, The Cabs
SOUND: HRCLS (Hercules)
Published: October, 2016
The ad:
Osteoporosis is a degenerative bone disease, weakening bone mass by reducing its resistance by 40%.
This disease affects 1 out of 3 women over the age of 50...
A collection of four porcelain plates were created with a porosity 40% higher than normal, making it as fragile as a bone affected by osteoporosis.
These plates which break upon the slightest contact and depict the bones most affected by fractures were sent to the influencers accompanied with the following message:
“Untreated, osteoporosis makes the bones as fragile as this porcelain”.
Strategy:
The Amgen strategy is to raise awareness of osteoporosis checks among women before they reach 50 years old. The idea here is to encourage screenings without shocking them, but reaching out to them. We targeted influential people by showing them the fragility of bones that are unaffected by the disease. Bones can break with minimal impact like the image of these plates made from a porcelain that is 40% more porous than average.
Brief with projected outcomes:
Healthcare allegations must be true, based on appropriate scientific proves, not be presented as part of medical domain, nor create irrational or baseless fears.
Outcome:

4 million people were exposed to the impact on media (TV, press, blogs)and social-media (Twitter, Facebook). The screenings inquieries increased by 18%.
Campaign Description:
A collection of four porcelain plates were created with a porosity 40% higher than normal, making it as fragile as a bone affected by osteoporosis.These plates break upon the slightest contact, and represent the bones most affected by fractures. They were sent to the influencers accompanied with the following message : “Untreated, osteoporosis makes the bones as fragile as this porcelain”.
Relevancy:
To raise awareness among women and encourage them to get tested, we have created a porcelain that’s more fragile than average.A porcelain that’s 40% more porous than normal… making it as fragile a bone affected by the disease. We have created a collection of plates, in the form of an illustration of the four bones the most affected by fractures. Each one of these plates breaks with little contact. They have been placed in a case, completely protecting them from any impact. These sets were sent to influential people, journalists, bloggers and television channels...
Synopsis:
Osteoporosis is a degenerative bone disease, weakening bone mass by reducing its resistance by 40%.This disease affects 1 out of 3 women over the age of 50. How encourage them to be screemed ?
Execution:
Osteoporosis is a degenerative bone disease, lowering bone mass and considerably reducing its resistance. This disease affects 1 in 3 women over the age of 50. To raise awareness among women and encourage them to get tested, we have created a porcelain that’s more fragile than average.A porcelain that’s 40% more porous than normal… making it as fragile a bone affected by the disease.