Osteocessories

A social campaign that exploits the potential of fashion to spread an important message. Perwatusi, an association that promotes initiatives on bone health awareness, in collaboration with the agency JWT Jakarta, in the middle of the last Indonesian Fashion Week, has launched a line of at least “peculiar” accessories. Sophisticated pieces, with attention to details, hand made in unique piece with amazing detail … but looking closer, you will notice that every accessory is actually a bone support for fractures caused by osteoporosis. It is “Osteocessories”, a viral campaign on the prevention of this bone disease that primarily affects women. The success is astonishing: newspapers and television talk about the event, the accessories are on display in the showcases of fashion shops in Indonesia, the local fashion magazine dedicate editorials to the concept/collection. The biggest news is that young women begin immediately to care about the problem and prevention, with Perwatusi’s newsletter that reaches 8000 subscribers in its first week. After the photo gallery you can find a video that explains the initiative. I dare you say that fashion is synonymous with frivolity …