Good to the bones

Osteoporosis is everything that it’s cracked up to be. Consider this an alarming fact: Osteoporosis is the fastest growing disease in the world. Statistics show that it affects one in three women and one in five men aged 60 and above. This silent epidemic reduces the density and quality of bones, leads to weakness of the skeleton, and increases the risk of fracture on the spine, hip, and wrist.

To draw more attention to the problem, the International Osteoporosis Foundation and a leading nutritional dairy products company called Fonterra recently held World Osteoporosis Day in Hong Kong. The theme for the series of activities is "The Year of Bone Nutrition."

"Osteoporosis is a major concern for Asia’s aging population," Fonterra managing director for Asia Pradeep Pant told journalists who were invited to take part in the event. "It takes away a person’s freedom and independence at the time when we should be enjoying our economic freedom and retirement."

Anlene, Fonterra’s born-and-bred Asian brand, is considered essential for bone nutrition. It is packed with Phyto K Regenerative Formula, and its three-step bone system locks in nutrients (calcium, vitamin D, magnesium, zinc, protein, and vitamin K) deep within the bone. Plus, Anlene contains high-quality and high-biological proteins that promote bone health.

Pant explains that drinking just any high-calcium milk is not enough to combat osteoporosis. He adds that Fonterra has clinical data to show that Anlene works for both men and women. With just two glasses of Anlene a day, a person gets his or her daily calcium needs. Anlene milk comes in powder and UHT liquid form. There is an Anlene product for people aged 19 to 50, and Anlene Gold for those 51 years old and above, which is available in plain and chocolate flavors. Anlene also has a yogurt drink in orange and strawberry, perfect for lactose-intolerants.

Anlene has organized "bone-friendly" activities like walkathons, yoga sessions, and dance activities in seven countries all over Asia. The great thing is, the events have raised around HK$226,000, which was donated to the International Osteoporosis Foundation to promote studies on bone disease and health.

"In the Philippines, Anlene has a nationwide ‘Keep On Moving’ ballroom dancing competition," says Anlene assistant brand manager Cristine Dizon. "It is about celebrating mobility and living life to the fullest. Dancing is a good form of exercise, which helps prevent osteoporosis."

She adds that Pilita Corales was Anlene’s endorser last year. The first "Keep On Moving" event was held at the SM Mall of Asia. There were free bone scans, bone-health lectures by doctors, with the participation of celebrities and dancers.

The next event will be on Nov. 5 at Ayala Center in Cebu, featuring celebrity ballroom dancers Roderick Paulate and Carmi Martin. The winners of the Anlene dance competition will receive P100,000.

Strong Partnership

As an iconic global bone-health brand, Anlene is reportedly investing more than $150 million over the next three years for research and awareness campaigns to protect the bone health of people in Asia-Pacific.

As the Global Gold sponsor of World Osteoporosis Day, the brand will work hand-in-hand with International Osteoporosis Foundation. (Readers who want to learn more about their own bone health should take the IOF one-minute osteoporosis risk test at www.osteofound.org.)

International Osteoporis Foundation CEO Daniel Navid says, "This research work is designed primarily to gather information so we can make proper argumentation with government authorities about the importance of osteoporosis." Navid explains that prevention is still the key, together with proper nutrition and exercise, to reducing the risk and suffering of this disease.

The IOF produced public-service announcements that feature celebrities talking about osteoporosis. Chinese movie star Jet Li, who was unable to attend the event in Hong Kong, gave his own thoughts on the disease through an AVP.

According to the actor, osteoporosis is a serious problem because when you lack calcium, you are susceptible to the disease. The trick is to be more concerned about diet and to exercise more. Jet Li says, "If you have a healthy body, you will have more time to take care of your family and bring happiness to everyone."

The Anlene officials also talked about the brand’s growing partnership with GE Healthcare. The two companies will provide free bone-health screening to three million people across nine Asian countries over the next two years.

"Osteoporosis is truly a huge burden to society, and preventing this disease is truly a passion at GE Healthcare," says GE Healthcare Achilles sales and operations director Jim Evans. "With our partnership with Fonterra’s Anlene, millions of people will be scanned across Asia, making bone health a priority that starts with screening." With screening, diagnosis and treatment, these will definitely change the face of the disease across the globe.

We journalists were able to try the GE’s Achilles InSight machine.

Here’s the procedure: We put our right foot on the machine, two balloons near our ankles become inflated, and then after a few seconds, the machine provides the results via ultrasound technology. This writer, being lactose-intolerant since birth, got a "Moderate Risk" reading. I guess it’s time for me to load up on calcium. The same goes for majority of Filipinos.

Pant concludes, "In the future, the brand would like to focus on two things. First is innovation. We plan to improve our products so that consumers will be healthy, alive, and kicking. Second is awareness. We want more people to know about this disease. (We at Anlene) want to prevent osteoporosis, the silent killer."

Anlene, IOF and GE Healthcare are at the forefront of bringing osteoporosis awareness across the globe. So that we will always be in the pink of bone health.

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To celebrate "mobility and living life to the fullest," Anlene will have a Keep on Moving Nationwide Ballroom Dancing Competition. For more information, call 688-1696.