Amgen: Big O - Speaking out against a silent disease. A strategy that convinced women osteoporosis is as serious as the Big C

Amgen, a world-leading biotechnology company, created its first-ever large-scale, integrated, disease education campaign in Australia by launching The Big O, a multi-faceted osteoporosis awareness campaign.

Executive summary

Australians are well versed on the tragic consequences of the Big C - Cancer. What isn't known is that osteoporosis (OP) is in fact more common than breast and cervical cancer combined.1 But with no symptoms and general practitioners (GPs) not mentioning it, the challenge was to convince women that they were at risk.

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