Elderly people become more cautious about their health as they age. They begin to take costly and potentially unnecessary measures to life-proof their lives.
To tap into this insight, we partnered with the iconic Hong Kong TV personality, Helena Law, to help us introduce Airpac, a wearable that inflates when it detects bone(s) will fracture/break.
Patients and caregivers were then encouraged to take a One-Minute Risk Test, only to reveal that the product is fake and that there’s an easier way to prevent fractures – to take Amgen's Evenity drug that helps to prevent osteoporosis.