Wade Halse - Strategic Creative Director | Creative Consultant

Amgen - Osteoporosis Awareness Campaign

Multi-channel direct-to-consumer campaign designed to raise awareness of undiagnosed osteoporosis and its serious implications.

The brief: drive 40,000 GP visits from pre-qualified people at genuine risk.

Creative solution: an intimidating ‘expert on breaking bones’ who delivered a blunt warning: “Listen close… or else.”

The concept cut through, the results landed, and the campaign was extended for a second year with the character returning in a series of new scenarios.

Date: 2016/17 / Client: Amgen / Role: Associate Creative Director / Design Director /