CASE STUDY: How PERWATUSI hijacked the Fashion Week catwalk to promote healthy bones

Background
Awareness of osteoporosis is low in Indonesia. Many urban Indonesian women are unaware that crash diets, unhealthy eating and consumption of caffeine and nicotine can elevate their risk of getting the disease. Anita Error Hutagalung, head of Perwatusi, said, “Osteoporosis does not show any kind of symptoms, which is why we should not wait when it comes to taking care of our bones.”

Aim
PERWATUSI wanted to send out a message to Indonesian women that physical beauty needs to be supported by strong and healthy bones.

Execution
JWT Jakarta worked with a local designer to create a range of ornate, haute-couture bone braces, which were showcased on models at Fashion Week in February. “If you want to create a talking point among young women, you need to focus the subject on a matter close to their hearts,” said Ivan Wibowo, JWT Indonesia’s executive creative director. “So we decided to hit fashion and image-conscious young urban women where it mattered most.” The line of ‘osteocessories’ was also displayed on mannequins in trendy stores, and fashion magazines ran large photo spreads on the line.

Results
The “Osteocessories” campaign grabbed headlines and became a talking point among young Indonesian women. It drove up awareness of the disease within PERWATUSI’s core target by 53 per cent. It also earned PERWATUSI unprecedented earned media coverage worth $710,000 and brought the PERWATUSI newsletter 8,000 new subscribers.

Creative Credits
ECD: Ivan Hady Wibowo
CD: Pingkan Rarumangkay
Copywriter: Ratna Puspita
Art Directors: Budiman Raharjo, Sebastian Chendra, Selwyn Irawan
Producers: Budi Mulianto, Nina Rakhmatika
Account Services: Nikken Diahtantri, Reza Fitriano