Look closer at these chicly embellished accessories and you will realize that the pieces are actually for bone support. Created for the Perwatusi Osteoporosis Awareness, these 'Osteocessories' are part of an initiative that uses the potential of fashion to spread awareness. The campaign was spawned by the agency JWT Jakarta in partnership with Perwatusi, an Indonesian association whose initiative is promoting bone health awareness.
The viral campaign launched during Indonesian Fashion Week to spread awareness on Osteoporosis, a bone disease that primarily affects women. Yet, the reach was far more worldwide, as these luxurious one-off pieces easily drew attention. These couture accessories may be beautiful, however no woman would ever want to wear them because of the fractures due to Osteoporosis.
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