2025

Add to the Bone

Entrant Company

AbelsonTaylor

Category

Branded Content - Healthcare & Pharma

Client's Name

Radius

Country / Region

United States

From Fear and Fragility…
Osteoporosis ads are dominated by frailty: a sea of stereotypically passive elderly people enjoying mundane activities. Hope to hang onto the bone you have while you slowly sacrifice your life. Not with a bang, but with a whimper. WE DON’T BUY IT. And neither do osteoporosis patients.
…To Defiance and Strength
Add to The Bone is a rallying cry for patients who refuse to be intimidated by the ‘fear of fracture’ mentality. This is a campaign that’s standing up for those unwilling to stick to the status quo and hell-bent on tackling osteoporosis on their own terms: powerful, undaunted, and ready to fight back by actively rebuilding bone with TYMLOS.

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2025