An advertisement is to be screened on Anglia television for four weeks from March 13 on behalf of the National Osteoporosis Society (NOS). It is intended to illustrate early symptoms of the disease that women might otherwise overlook. These include back pain and loss of height.
The advertisement will encourage women to call a free helpline for an information pack if they wish to know more about the disease.
The director of the NOS, Mrs Linda Edwards, said that the advertisement might be extended if evaluation showed it to have been successful. She expected that up to 15,000 calls might be made to the helpline during the month in which the advertisement was shown and also for the month following.
Mrs Edwards said: "The earlier you seek advice and treatment, the better. . . . We want to provide women who may have, or be at risk of, osteoporosis with the information they need. This will enable them to seek advice from their GP at the appropriate time and make informed choices about treatment and prevention."
A leaflet about the campaign has been circulated to general practitioners in the area covered by Anglia television. The advertisement was made with financial support from Procter & Gamble.