The National Bone Health Campaign (NBHC), Powerful Bones. Powerful Girls.™, is a multi-year campaign to promote optimal bone health in girls aged 9–12, and thus reduce their risk of osteoporosis later in life. The goal is to educate and encourage girls to establish lifelong healthy habits, especially increased calcium consumption and weight-bearing physical activity, to build and maintain strong bones.

Girls who eat more foods with calcium and participate in weight-bearing physical activity develop stronger, denser bones, a concept associated in the minds of girls with being powerful inside and out. Parents and other adults play an important role in encouraging girls to take action. Campaign messages and materials encourage girls and help parents support their daughters. This integrated marketing and communication campaign has the following elements:

Paid print and radio advertising for girls and parents. Participation in the Radio Disney Live World Tour 2001 Award winning Web site for girls. This girl-friendly Web site helps girls understand how weight-bearing physical activity and calcium can be a fun and important part of everyday life. The site's key features include interactive games and quizzes, recipes for tasty foods with calcium, and ideas to help girls get plenty of weight-bearing physical activity. Collaboration with the Girl Scouts of the USA*, Girls Inc.*, and the National Association of School Nurses*. You will need Acrobat Reader (a free application) to view and print this document.

• Aesculapius Award, Health Improvement Institute. December 2002
• Electronic Materials Award, The American Public Health Association's 12th annual Public Health Education and Health Promotion Section Materials Contest. September 2002
• Gold award, World Wide Web Health Award's Health Promotion/Disease & Injury Prevention Information, Government Web site category. Spring 2002
• Web Marketing Association's 2003 Internet Advertising Competition Awards. May 2003

• American Library Association's Great Web Sites for Kids. December 2002
• Tufts Nutrition Navigator Rating: Better than Most. April 2002, May 2004
• Washington Times: Overall Grade 'A.' December 2001
• Project Cool — Site of the Day: Hip and Happening. November 2001
• Electronic Materials Award, American Public Health Association's 12^th Annual Public Health Education and Health Promotion Section Materials Contest, September 2002
• Public Sector Campaign of the Year, PR Week Awards, March 2003

Click here to read about the Campaign's founding partners.

The National Bone Health Campaign is geared for 9–12-year-old girls. However, the information also applies to older and younger girls, because healthy habits are essential for all girls to build strong bones. Click here to see how much calcium people of all ages need.

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