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Radio Reporters Bone Up on Osteoporosis InformationTobin Communication, Inc.'s work with clients often centers around publicizing current healthcare-related news. For example, TCI helped the Centers for Disease Control and Prevention, a Porter/Novelli client, inform thousands of Americans that girls who get too little calcium or too little exercise have a higher risk of developing osteoporosis later in life. The National Bone Health Campaign, "Power Bones. Powerful Girls," broke new ground because so much of the mainstream attention paid to osteoporosis has been targeted toward women, not girls. During more than 100 radio interviews with information/medical experts Nicole Kerr and Jackie Jackson, listeners learned that if girls start to take care of their bones now, they will be healthier than any generation of American women in a five-decade span. Interviews for the campaign - which was spearheaded by the Centers for Disease Control and Prevention, the Office on Women's Health, and the National Osteoporosis Foundation - helped spur a hike in Web site hits from people interested in getting more information about osteoporosis prevention and education. |
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