OOF Campaign

My role: Project Manager leading the team across research, concept development, strategic direction, and final pitch execution.

Insight: People recognize osteoporosis as a serious condition, but many younger adults do not see themselves as personally at risk.

Problem: Because osteoporosis is often associated with older age, younger audiences tend to dismiss it as distant or irrelevant, limiting early awareness and family-level concern.

Solution: We created ‘OOF’ a cross-generational campaign platform built around a term that functions both as a younger meme reference and a familiar expression of physical discomfort, then extended it across illustrated social ads, billboard and OOH concepts, and OOF.org as a clear destination for bone-health education and action.