World Osteoporosis Day 2022: Question Fractures More | UCB
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World Osteoporosis Day 2022: Question Fractures More

Adriaan Snauwaert resized
Posted by
Adriaan Snauwaert, Global Communications & Company Reputation
17-Oct-2022


Together, let’s aim to create a world free from fragility fractures.


World Osteoporosis Day (WOD) takes place every year on October 20 – it marks a year-long campaign dedicated to raising global awareness of the prevention, diagnosis and treatment of osteoporosis, a condition in which the quality and density of bone is reduced, making bones weak, fragile and more likely to break.

Worldwide, osteoporosis causes a fragility fracture every 3 seconds, resulting in more than 8.9 million fragility fractures every year. Despite this, most individuals in high-risk groups and their caregivers, friends and family – and crucially, healthcare professionals – do not question the underlying cause behind fragility fractures. As a result, osteoporosis is often overlooked – up to 80% of people who have suffered at least one fragility fracture are neither identified nor treated. Below, Professor Eugene McCloskey, Honorary Consultant and Professor in Adult Bone Disease at the University of Sheffield, shares his insights into how osteoporosis is identified and diagnosed.


Osteoporosis can have a crucial impact on a person’s life, as fragility fractures have the potential to impose a significant burden on quality of life, often making everyday activities such as eating, dressing, shopping or driving difficult.

To mark this year’s World Osteoporosis Day on 20 October, UCB launched QUESTION FRACTURES MORE – a creative campaign designed to raise awareness of osteoporosis as the underlying cause of fragility fractures, and to inspire action amongst those at high-risk and their loved ones to help prevent future fractures.

The campaign features a range of exciting, educational content across UCB.com and UCB social media channels, encouraging audiences to assess everyday scenarios that can lead to fragility fractures, and identify osteoporosis as the underlying cause. In doing so, the campaign reinforces fragility fractures as a warning sign of the disease and acts as a call to action to prevent secondary fractures.

Additionally, UCB is proud to continue its longstanding partnership with the International Osteoporosis Foundation (IOF), who organises WOD every year. UCB will be supporting IOF’s multiple projects to collaboratively establish osteoporosis as a national health priority across the globe.

As innovators in bone health, it is our goal to help educate friends, family, colleagues – and importantly, ourselves – in the significance of fragility fractures.

By strengthening the connection between fragility fractures and osteoporosis, we are taking another important step towards creating a world free from fragility fractures!

Visit our Osteoporosis page to find out more.

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