First Name:
Vanessa
Last Name:
Ithier
Major Department:
Health Promotion
Thesis Director:
Susan Perry
Date of Thesis:
Dec 2009
Osteoporosis is a serious problem. The National Osteoporosis Foundation (NOF) in the USA reports that currently osteoporosis is a major public health threat for an estimated 44 million Americans or 55% of people 50 years of age and older. Current trends estimate Osteoporosis to only increase over time. Risk factors for osteoporosis include: Being female, aging, family/personal history, having a small and thin body frame, being of a certain race/ethnicity, having low sex hormones, poor diet, low activity levels, smoking, alcohol abuse and certain diseases/medications.
The best way to counteract this situation is through prevention. Females are at a much greater risk than males. Females ages 9-18 need to be targeted heavily because this is the crucial point where the majority of the skeletal system is developed. Young Females are also associated with higher risks of eating disorders which can damage bones. It is important to have dense bones early to reduce/prevent osteoporosis later in life.
There have been successful social marketing campaigns targeting adolescents programs in the past such as the Truth and VERB: It's What You Do campaigns. For Bone Health, there are few programs available. The National Health Bone Campaign currently has three programs geared toward bone health and they are the Body Works Program, Best Bones Forever! and Milk Matters.
There is a need for change in general advertising and the way exercise is advertised. General advertising for marketing products has massive amounts of resources to reach the public and social marketing cannot compete equally with it. General advertising needs to work in cooperation with social marketing. There are a few programs being conducted that address this issue but it is not enough. National campaigns only reach a small number of individuals in specific geographic very specific areas. There is a need for more osteoporosis prevention programs implemented at the local level to enhance bone health awareness. For awareness to occur, more programs/interventions educating parents and adolescents females about bone health are required.