PERWATUSI - OSTEOCESSORIES
Osteocessories / JWT Jakarta
In Indonesia, 2 out of 5 women develop osteoporosis. However the disease is considered an ugly topic, no woman wants to talk about it. PERWATUSI wants to spark a discussion among young women to increase awareness on how to prevent osteoporosis and keep the conversation going.
We launched the Osteocessories, a set of high fashion accessories that actually are medical bone supports for osteoporosis. We hijacked runways right after regular fashion shows in the biggest fashion event in the country, Indonesia Fashion Week 2012. The show is staged as if it’s selling a new line of accessories, except at the end of each run, the models will showcase pains and hardships faced by women with osteoporosis. We also hijacked top fashion magazines, disguised the ugly topic into fashion spreads. We infiltrated fashion stores all over the city by putting our mannequins on their window displays. And sneaked our way into the cue cards of talk shows all over the country.
Why It’s Relevant
Women don't care about osteoporosis, but they do care about fashion. We talk to these women in their language: FASHION.