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For Release:
May 21, 2003

Clifton R. Lacy, M.D.

For Further Information Contact:
Marilyn Riley
or Tom Slater

Campaign Proclaims Beauty is Bone Deep


                            Regional Osteoporosis Prevention Campaign Kicks-Off in Moorestown

May is Osteoporosis Awareness and Prevention Month


               MOORESTOWN -- In a unique public-private partnership, East Coast Salon Services, Mid-Atlantic Dairy Association, American Dairy Association and Dairy Council, Inc., and the health departments of New Jersey, New York and Pennsylvania today unveiled “Beauty is Bone Deep,” an important, new campaign to raise awareness about osteoporosis and strategies for maintaining good bone health at every age.


                The Beauty is Bone Deep campaign will include posters and brochures featuring photographs of ordinary women who have been recognized as extraordinary role models for bone-healthy living.  Highlighting the importance of a calcium-rich diet, the women will be photographed sporting the familiar “Got Milk” mustaches.  The photo subjects will be selected through a contest announced today at the campaign’s unveiling at Creative Image Salon and Day Spa in Moorestown, New Jersey.  Campaign posters and brochures will be distributed to salons in participating states this fall.


                “This campaign will help women identify the risks of osteoporosis and take the necessary preventive measures to maintain strong bones,” said New Jersey Commissioner of Health and Senior Services Clifton R. Lacy, M.D.


                Stan Klet, Jr., Executive Vice President of East Coast Salon Services, said, “We are very excited to bring this program to salons and spas in the hope that they will become a valuable conduit for information regarding osteoporosis, including the steps people can take to prevent or delay its onset.”


“We are pleased to be a part of this effort to educate women about steps they can take to strengthen their bones and lessen their chance of developing osteoporosis,” said Patricia Kennedy, RD, health professional programs coordinator for Mid-Atlantic Dairy Association.


                Osteoporosis is a debilitating condition in which bones become thin, brittle and easily broken.  An estimated 44 million Americans, 80% of whom are women, have osteoporosis or low bone density placing them at risk for developing the condition.


                Osteoporosis is sometimes called “the silent disease” because most people do not know they have it until their bones become so weak that a sudden strain, bump, a fall, or even a sneeze causes a fracture.  The most common fractures associated with osteoporosis include wrist, vertebral and hip fractures.  It is estimated that half of all women and 20 percent of all men will have an osteoporotic fracture in their lifetime.


“The good news,” said Dr. Jeri W. Nieves, Director of New York State Osteoporosis Prevention and Education Program, “is that osteoporosis is both preventable and treatable.  Steps can be taken at any age to prevent or minimize the effects of osteoporosis and fractures. The education of women, regardless of age, is the key to prevention which is why the Beauty is Bone Deep program is so important.”


The Pennsylvania Health Department added that “osteoporosis is not inevitable, in fact it’s highly preventable and it starts with milk at meals.”


“The key to preventing osteoporosis is to eat calcium-rich foods and increase physical activity by doing weight-bearing or resistance exercises on a daily basis to build or maintain bone mass,” said Dr. Lacy.


“In addition to diet and exercise, FDA-approved medications can be prescribed to help preserve or restore bone density,” added Dr. Lacy.  “Individuals with low bone density or who have been diagnosed with osteoporosis should talk with their doctor or health care professional to find out which of these options is right for them.”


                To find photo subjects for Beauty is Bone Deep posters and brochures, campaign organizers are soliciting the help of stylists in New Jersey, New York, Pennsylvania and Delaware.  Area stylists have been invited to submit photos of one of their customers along with a statement explaining how the customer has been a positive role model for bone health.  Entries must be submitted through participating salons and will be accepted through June 15, 2003.  One winner will be chosen from each state and the winners, along with identified family members and their stylists, will be photographed for use in campaign printed materials.


Women who are leading bone-healthy lifestyles are encouraged to talk with their salon stylists to find out more about the contest.  For more information on osteoporosis, visit any of the following websites:  New Jersey,; New York,; Pennsylvania –, keyword “health”; the National Osteoporosis Foundation –

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