The Breaking Spine
With its focus on spinal bone health, World Osteoporosis Day 2010 resulted in the greatest media outreach of any annual event to date. The call to action ‘Don’t miss the signs of a breaking spine’, and ‘Don’t bend to osteoporosis’ highlighted three key messages:
- vertebral (spinal) fractures are under-diagnosed and under-treated
- early diagnosis and treatment are essential to prevent the ‘fracture cascade’
- three major signs of vertebral fractures: height loss; sudden, severe back pain: stoop
For the first time, IOF issued multimedia (video and stills), including Snap! a moving multimedia photographic exhibition and book which portrayed patients from around the world whose lives have been affected by osteoporosis and spinal fractures.