131,365 | TOTAL VIDEO VIEWS

Amgen’s ambition was to start a conversation with individual Australian women who are at high risk of osteoporotic fracture and drive an urgency for them to discuss their risk with their primary care physician, and ideally receive a referral for a bone scan. Re-branding the disease “The BIG O”.

THE IDEA: My “O” Moment

I produced a 60 second video (including 3 social cut downs) featuring veteran journalists Ita Buttrose and Jennifer Byrne, along with three Osteoporosis sufferers who debunked common myths about the disease while sharing their “O” moments with viewers.

A visual story (ceros execution) was also designed for mobile and desktop that took a deep dive into the symptoms of Osteoporosis and information to debunk fears of bone scans.

Included in the campaign was a print stunt in The Australian Women’s Weekly, that drove home the call to action of contacting a GP about a bone scan.

PROJECT SCOPE:
Creative strategy in response to brief
Creative direction
Pre and post production including storyboarding
Selection of production/external team
Management of project budget
Client facing liaison across campaign