Case study: Tomorrow and Always, Spain
Tomorrow and Always (Mañana y Siempre) is a short film to raise awareness about osteoporosis, featuring popular actors in Spain.
What does the programme involve?
Your Bones. Tomorrow and Always (Tus Huesos. Mañana y Siempre) is a public awareness campaign in Spain, launched by multiple civil society organisations in collaboration with two pharmaceutical companies.1 Central to this campaign is a short film that tells the story of a woman who has been diagnosed with osteoporosis. The story is told from the perspective of her young granddaughter and shows the impact of the condition on the whole family.1 The film stars a popular actress, Concha Velasco, and was written and directed by her son, well-known director Manuel M Velasco.1
What has the programme achieved?
The short film was premiered as part of the Valladolid International Film Festival in 20182 and has gained considerable media attention. It was covered by media outlets across Spain, which described the film and presented key information about the impact of osteoporosis and the importance of raising awareness.3 4
What lessons can be learnt from this programme?
By securing the endorsement of well-known and trusted public figures, and telling a relatable story, national societies can help raise the profile of osteoporosis and fragility fractures while encouraging the public to engage with fracture prevention strategies. This is an example of a public awareness campaign that has drawn positive media attention to osteoporosis and fragility fracture prevention.
The information in this case study is based on research conducted for the 2020 publication Osteoporosis and fragility fractures: a policy toolkit.
- Fundacion Hispana de Osteoporosis y Enfermedades Metabolicas Oseas. 2018. Tus Huesos Mañana y Siempre. Madrid: FHOEMO
- La Vanguardia. “Tus huesos, mañana y siempre”, campaña para sensibilizar sobre osteoporosis [Updated 20/10/18]. Available from: https://www.lavanguardia.com/vida/20181020/452443606302/tus-huesos-manana-y-siempre-campana-para-sensibilizar-sobre-osteoporosis.html [Accessed 01/09/20]
- La Vanguardia. Concha Velasco progagoniza un corto que sensibiliza sobre la osteoporosis. [Updated 31/07/18]. Available from: https://www.lavanguardia.com/vida/20180731/451177680997/concha-velasco-protagoniza-un-corto-que-sensibiliza-sobre-la-osteoporosis.html [Accessed 01/09/20]
- Diaz F. Concha Velasco ayuda a prevenir la osteoporosis. [Updated 23/09/18]. Available from: https://www.diariodesevilla.es/gente/Concha-Velasco-osteoporosis_0_1284472095.html [Accessed 01/09/20]