The Big O*
* The BIG O Campaign is a disease awareness campaign by Amgen Australia.
Osteoporosis is a common disease affecting two out of every three Australians aged 50+ years.
Osteoporosis is a common disease affecting two out of every three Australians aged 50+ years.
It is far more prevalent in women who have been through menopause, which unknowingly weakens their bone density. It is, shockingly, more prevalent than breast and cervical cancer combined. But it is treatable.
The BIG O Campaign is a disease awareness campaign by Amgen Australia.
We needed to halt the curse of this ‘silent disease’ by doubling the number of people diagnosed by the year 2022. We needed a media partner to help guide people through the process of understanding all the way to action.
We needed to halt the curse of this ‘silent disease’ by doubling the number of people diagnosed by the year 2022. We needed a media partner to help guide people through the process of understanding all the way to action.
We developed a multi-channel solution solution that used different messaging and retargeting strategies working together to help guide people through awareness, into intent and finally to action.
To support this we needed to find the voices that consumers trusted and admired to get them to listen and pay attention.
We developed a multi-channel solution solution that used different messaging and retargeting strategies working together to help guide people through awareness, into intent and finally to action.
To support this we needed to find the voices that consumers trusted and admired to get them to listen and pay attention.
So, we partnered with Bauer (now Are Media) to help bring the campaign “The Big O” to life using media, talent and activations and brought Ita Buttrose onboard as our brand ambassador.
So, we partnered with Bauer (now Are Media) to help bring the campaign “The Big O” to life using media, talent and activations and brought Ita Buttrose onboard as our brand ambassador.
We worked with their reader base to access real life women with osteoporosis stories to share and created authentic and emotional content – something we simply could not achieve with a standard media buy.
We worked with their reader base to access real life women with osteoporosis stories to share and created authentic and emotional content – something we simply could not achieve with a standard media buy.
This content was both relevant and revelatory, and completely authentic in tone for our audience. The media strategy was so strong it has been continued into subsequent years.
This content was both relevant and revelatory, and completely authentic in tone for our audience. The media strategy was so strong it has been continued into subsequent years.
And when combined with the talents of our friends at The Works, went on to win two bronze Effies in 2020.
And when combined with the talents of our friends at The Works, went on to win two bronze Effies in 2020.