Case History Database

Australians are well versed on the tragic consequences of the Big C - Cancer. What isn’t known is that osteoporosis (OP) is in fact more common than breast and cervical cancer combined. But with no symptoms and general practitioners (GPs) not mentioning it, the challenge was to convince women that they were at risk. Meet The Big O, a strategy created by a team of behavioural scientists, medical writers and creatives – that gave women a collective voice to speak out against this silent disease. This is the story of how The Big O gave 4,000 quality years back to Australian women and over $170m back to the economy.