Story54 took the audience on a journey of relevance and revelation. Understanding that their consideration journeys will differ, yet still driving the same behavioural change to own your bones across 3 phase:
Story54 focused on a video-led campaign featuring recognisable women, and educated women 55+ about the disease and the need for bone density scans. Powered by The Australian Women’s Weekly, our cross-platform campaign included a paper trick, supporting editorial content and a video starring Ita Buttrose and Jennifer Byrne– seeded out in a native article and social cut-downs. The content played a key role in a long-form visual story and Facebook Instant Experience (Facebook Canvas). It was supported by Nicole Byers (editor-in-chief) and team, who were keen to share their experiences and raise awareness.
In addition to the digital content, a paper trick execution appeared in The Australian Women's Weekly magazine.