This World Osteoporosis Day (WOD) campaign marked the first time that broad global media outreach drew attention to the neglected problem of osteoporosis in men. The following key messages, underlined in a thematic report authored by leading expert Prof. Ego Seeman, were reflected in WOD messaging:
- One in five men over the age of fifty will experience a fracture due to osteoporosis in their lifetime
- Osteoporosis is not just a ‘woman’s disease’ – it represents a major public health threat for older men too
- Men, and their doctors, must become aware of risk factors which may place an individual at risk
Thanks to intensive communication efforts which included spokespersons such as high profile male celebrities and athletes, 2004 was the first annual WOD campaign to draw extensive and far-reaching media attention around the world.