The Strong Women Make Stronger Women campaign's aim was to help raise awareness of fracture prevention and, in particular, the risks of postmenopausal osteoporosis. Your risk of developing osteoporosis and fragility fractures is determined by a number of factors, some of which can be changed (e.g. exercise, nutrition and smoking) while others cannot (e.g. family history, age at menopause and diseases such as rheumatoid arthritis). While peak bone mass is highly genetically determined, after 65 years of age genetics play a diminishing role in bone loss and other factors, such as exercise and nutrition, play an increasingly important role.
The campaign included a social media initiative called Women of Steel, which highlighted the lives and achievements of strong women who make bone health a priority.