World Osteoporosis Day 2011 was a broad grass-roots and cross-generational campaign which made use of popular new media to empower people of all ages to take three simple positive steps towards better bone health:
- embrace daily exercise
- embrace daily calcium-rich foods
- embrace vitamin D (through limited daily exposure to sunlight and supplementation for those at risk)
This community-based prevention message is important in all countries and for all age groups. It is however critically important in developing countries, where limited healthcare resources place osteoporosis treatment and post-fracture care outside the reach of a majority of the population. Vitamin D was an important sub-theme which had not been the focus of previous World Osteoporosis Day campaigns. New research was presented showing the potential of vitamin D supplementation to reduce fracture rates in certain high-risk population - groups as well as evidence that vitamin D deficiency, widespread around the world, has serious repercussions for public health. For the first time, IOF launched a dedicated World Osteoporosis Day (WOD) website, in order to give WOD its own visual brand identity. The campaign also featured an exciting social media component, including two new videos and ‘The Unbreakable Embrace’ campaign, a unique online campaign via Facebook.