McCann utilized an insight-driven process to launch a creative campaign
centered on the full, active lives of women with osteoporosis. On March 14,
2008, the world met “Meg”. This on-the-go woman was delighted to find out
about Reclast from her doctor and how a once-a-year osteoporosis treatment
could help her continue to lead a full and active life. Meg was later joined by
Jane on May 26th as well as other on-the-go women featured on
www.reclast.com and in collateral materials that were created for in-office and
at-home use.