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March 2009
 The Timeless Women PR campaign was first launched in Europe, with
campaign material developed by Novartis in collaboration with the International Osteoporosis Foundation (IOF)
and Medical Women’s International Association (MWIA), and was then launched in Canada in March of 2009, with
participation from Osteoporosis Canada.
The key feature of this campaign included an
international survey first conducted in July 2008 by an independent market research agency, with a
Canadian-only survey conducted in early 2009. The survey, supported by an unrestricted educational grant from
Novartis, examines the lifestyles and attitudes of women with osteoporosis and compares those with the
beliefs of doctors who treat women with osteoporosis.
Key survey findings:
• The findings show that despite the seriousness of osteoporosis, women
with the disease maintain a positive attitude, want to keep their current active lifestyle, and continue to
live a full life, year after year.
• The research highlights the extent to which the stereotype of the women
with osteoporosis as a “little old lady” may still prevail. The majority of doctors surveyed believe women
with osteoporosis no longer live a very active life, while the majority of women with osteoporosis report
being involved regularly not only in everyday but also physical activity.
• It was also found that many women are not fully compliant with their
osteoporosis medication and therefore are at higher risk of fracture. Full compliance is required for maximum
fracture protection.
In addition to the survey, the campaign also features celebrity
spokesperson Ursula Andress, an iconic symbol of beauty and energy, who has an inspiring story to tell as an
osteoporosis patient and is an excellent ambassador to get the message out to other individuals living with
or at risk of osteoporosis.
The Timeless Women report compiles the results of both the Canadian and
global surveys, highlighting both Canadian and international statistics, and features personal experiences
from some unique "Timeless Women."
Read the full Timeless Women report.
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