# Opulent Osteocessories The Perwatusi Osteoporosis Awareness Campaign is Beautifully Done By Romina S. Cortellucci | Published 2012-07-05 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/perwatusi-osteoporosis-awareness References: [themag.it](http://www.themag.it/inspiration/2012/osteocessories.html) & [perwatusi](http://perwatusi.com/index.html) 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. ## Trend Insights (Trend Hunter) - Score: 3.5/10 - Popularity: 42% | Activity: 56% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Health](https://www.trendhunter.com/health) ## Key Themes ### What Makes This Trend Stand Out - **Fashion for Awareness:** Creating awareness campaigns through fashion accessories. - **Chic Medical Accessories:** Blending fashion and medical support through accessories. - **Luxurious Health Awareness:** Using luxury and fashion to draw attention to health concerns. ### Sectors Adopting This - **Fashion Industry:** Collaborating with medical industry to create awareness campaigns through fashionable accessories. - **Medical Industry:** Exploring fashion partnerships to increase awareness for medical conditions. - **Luxury Industry:** Opportunities for luxury brands to use their influence in raising awareness for health issues. ## Related on Trend Hunter - [Breast Cancer Awareness Jewelry](https://www.trendhunter.com/trends/olaeda-hopeful-heart-bracelet-for-breast-cancer-awareness.md) - [Elegant Scoliosis Back Braces](https://www.trendhunter.com/trends/airy-back-brace.md) - [Healthcare-Inspired Jewelry Collections](https://www.trendhunter.com/trends/v-coterie.md) - [Empowering Jewelry Designs](https://www.trendhunter.com/trends/empowering-jewelry.md) - [Iconic Jewelry Cuff Designs](https://www.trendhunter.com/trends/elsa-peretti1.md) - [Complimentary Sculptural Jewelry Pieces](https://www.trendhunter.com/trends/sculptural-jewelry-piece.md) - [Unapologetic Women-Centric Campaigns](https://www.trendhunter.com/trends/o-positiv-health.md) - [Stunning Organic-Inspired Jewelry Collections](https://www.trendhunter.com/trends/organicinspired-jewelry.md) - [Statement-Making Oatmeal Outfits](https://www.trendhunter.com/trends/porridge-dress.md)