The National Osteoporosis Foundation and U.S. Department of Health and Human Services Launch Unique Campaign for Girls Called “Best Bones Forever!”

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Contact: Lisa Wolfington
lisaw@nof.org
(202) 772-1126 

GIRLS ARE FOCUS OF NEW HEALTH CAMPAIGN TO PREVENT OSTEOPOROSIS

The National Osteoporosis Foundation and U.S. Department of Health and Human Services Launch Unique Campaign for Girls Called “Best Bones Forever!”

(Washington, DC)  –  The National Osteoporosis Foundation (NOF) and the Department of Health and Human Services (HHS) launched a pilot program today called “Best Bones Forever!” designed to educate girls about the importance of maintaining bone health for life.

Close to 90 percent of bone mass in females is built by age 18, yet few adolescent girls are getting the recommended amounts of calcium and vitamin D—the building blocks for strong bones. Osteoporosis is four times more common in women than men, and research shows hospitalization rates are rising for fractures caused by osteoporosis.

“We want to prevent osteoporosis altogether,” said Robert Recker, MD, President of the National Osteoporosis Foundation. “It’s never too early in life to encourage healthy eating habits and exercise that builds strong bones.” He notes that girls between the ages of 9 to 18 are in their critical bone-building years.
Known as a pediatric disease with geriatric consequences, girls are at greatest risk for developing bone problems. They exercise less than boys and consume less calcium than boys.

“We want girls to know that if you’re older than nine, now’s your time!” said U.S. Health and Human Services Secretary Kathleen Sebelius.  “Building strong bones now will help you stand tall for a lifetime.”

The new campaign focuses on something close to every girl’s heart: friendship. Best Bones Forever!, developed by the HHS’ Office on Women’s Health (OWH),urges girls and their BFFs (best friends forever) to ‘grow strong together, and stay strong forever.’ Research shows that girls whose friends like milk are more likely to have higher calcium intake. Similarly, physical activity also gets a boost among girls whose friends have positive attitudes toward sports. 

Campaign materials and a Web site for parents encourage them to “Act now to help her build her best bones forever!”  A recent study shows 70 percent of American kids had below-normal levels of vitamin D, with deficiencies rising as kids age from childhood to adolescence.

NOF recommends girls eat foods rich in calcium and vitamin D, which is necessary to help bones absorb calcium. Such healthy food choices include milk, cheese, yogurt, tofu with added calcium, and leafy greens. Girls over 9 should consume 1300 mg of calcium per day. All children should engage in physical activity for an hour a day, including three days of bone-strengthening activity.

Best Bones Forever! updates and revamps an earlier national bone health campaign for girls called Powerful Bones. Powerful Girls, which was first launched in 2001. To appeal to girls as they mature, the new campaign has adopted an edgy vibe, trading the earlier campaign’s cartoon character for the ‘exskullmation’ point.  This new iconic symbol is designed to get girls excited about building the best bones forever.

The Best Bones Forever! community pilot program launched in three sites: North Las Vegas, NV; Ulster County, NY; and Pinal County, AZ. Coalitions in each area will bring the campaign to their communities through many activities. They will also execute and evaluate a bone health behavior change program for parents and girls calledBodyWorks. Itwill feature a new complementary physical activity program just for girls in these communities. Results will demonstrate which activities can be replicated in towns across the country.

Best Bones Forever! is a public-private partnership bringing together organizations from across the country. Founding partner, the National Osteoporosis Foundation, tops a partner roster that also includes Girl Scouts, Girls Inc., Action for Healthy Kids, the American Academy of Pediatrics, American Alliance for Health, Physical Education, Recreation and Dance, National Association of School Nurses, the National Institutes of Health, Women's Sports Foundation, and more. For more information on campaign partners and activities, go to the campaign Web site for girls at www.bestbonesforever.gov or for parents at www.bestbonesforever.gov/parents.

The National Osteoporosis Foundation is the nation’s leading voluntary health organization solely dedicated to osteoporosis and bone health.  NOF’s mission is to prevent osteoporosis and related fractures, to promote lifelong bone health, to help improve the lives of those affected by osteoporosis and to find a cure through programs of awareness, advocacy, public and health professional education and research.  For more information, please log on to www.nof.org.