Our research uncovered that for many women who struggled with osteoporosis, they also faced an information gap—outdated or simply incorrect information about their disease. Our “Fractured Truths” campaign worked to expose these myths and serve postmenapausal women a wake-up call. Our bold and hyper targeted digital campaign (including Pandora ads that played while women were exercising at health clubs) raised awareness and exceeded conversion targets, driving women to treatment and support options.