Mañana
y siempre
'Mañana y siempre' is a short film that puts a face on osteoporosis: it tells the story of how a family faces this under-diagnosed and silent disease suffered by more than three million people in Spain, mainly women.
The film, made altruistically by a cast of top actors for FHOEMO, is the backbone of an emotional story and a 360º campaign, achieving a direct impact on key audiences, in the main media and in the digital environment. Mañana y siempre is much more than an awareness campaign, it is a story of strong women.
Mañana
y siempre
'Mañana y siempre' is a short film that puts a face on osteoporosis: it tells the story of how a family faces this under-diagnosed and silent disease suffered by more than three million people in Spain, mainly women.
The film, made altruistically by a cast of top actors for FHOEMO, is the backbone of an emotional story and a 360º campaign, achieving a direct impact on key audiences, in the main media and in the digital environment. Mañana y siempre is much more than an awareness campaign, it is a story of strong women.
Starting point
Osteoporosis may become a global epidemic in postmenopausal women. But nowadays it remains a silent disease with grave consequences.
That is why the Hispanic Foundation for Osteoporosis and Bone Diseases (FHOEMO) together with the Spanish Society for Bone Research and Mineral Metabolism (SEIOMM) and the patient association AECOSAR (Spanish Association for Osteoporosis and Osteoarthritis) launch an annual awareness campaign. The campaign aims to raise awareness among the general public and the medical-health collective of the need to work on primary and secondary prevention and to transmit the concern and the need to protect bones to avoid fractures and to project them over time. It is today, it is tomorrow and it is always. If we do not act today, the consequences will be tomorrow and they will last forever.
Starting point
Osteoporosis may become a global epidemic in postmenopausal women. But nowadays it remains a silent disease with grave consequences.
That is why the Hispanic Foundation for Osteoporosis and Bone Diseases (FHOEMO) together with the Spanish Society for Bone Research and Mineral Metabolism (SEIOMM) and the patient association AECOSAR (Spanish Association for Osteoporosis and Osteoarthritis) launch an annual awareness campaign. The campaign aims to raise awareness among the general public and the medical-health collective of the need to work on primary and secondary prevention and to transmit the concern and the need to protect bones to avoid fractures and to project them over time. It is today, it is tomorrow and it is always. If we do not act today, the consequences will be tomorrow and they will last forever.
The challenge
To face this challenge, the campaign proposes to exemplify the fighting spirit through an influential woman in Spanish society: the actress Concha Velasco, and to amplify her testimony through fiction, in a short film where the leading role not only decides to face the disease as an ailment to be taken seriously, but also instils this vision in the rest of her family, showing it through the eyes of an eight-year-old girl full of vitality and enthusiasm.
The challenge
To face this challenge, the campaign proposes to exemplify the fighting spirit through an influential woman in Spanish society: the actress Concha Velasco, and to amplify her testimony through fiction, in a short film where the leading role not only decides to face the disease as an ailment to be taken seriously, but also instils this vision in the rest of her family, showing it through the eyes of an eight-year-old girl full of vitality and enthusiasm.
The short film
The core of the campaign revolves around a short film directed by Manuel M. Velasco and starring Concha Velasco. Both took the lead role in the film project Mañana y siempre which reflects on the impact on the life of a patient with a chronic ailment such as osteoporosis and the risk of fracture that it entails.
The cast is completed by a group of renowned actors such as Adriana Torrebejano, Kira Miró and Fran Perea. All of them at the service of a story full of emotions and with an inspiring and warm message for all those affected by osteoporosis.
The short film
The core of the campaign revolves around a short film directed by Manuel M. Velasco and starring Concha Velasco. Both took the lead role in the film project Mañana y siempre which reflects on the impact on the life of a patient with a chronic ailment such as osteoporosis and the risk of fracture that it entails.
The cast is completed by a group of renowned actors such as Adriana Torrebejano, Kira Miró and Fran Perea. All of them at the service of a story full of emotions and with an inspiring and warm message for all those affected by osteoporosis.
The short film Mañana y siempre is the axis of a 360º campaign structured around its main audiences.
The message is clear: osteoporosis does not hurt, but its consequences do. The aim is to uncover the true face of osteoporosis: the impact of fractures on the quality of life of aged women, the high mortality rate and the socio-economic impact on the environment, the administration and their families.
Years will pass, the leading actors will grow up, FHOEMO will continue to fight against osteoporosis fractures and the film will always be there. To tell a story full of emotions with an inspiring and hopeful message for all those affected by this disease.
Awards and recognitions
The short film Mañana y siempre was shown at the International Film Festival of Valladolid SEMINCI, it has been awarded with Pilas En Corto prize and has participated in more than fifteen national and international short film festivals. It was a finalist in the IPRA Golden World Award in 2019, received the SENDA 2019 award and was a finalist in the Fundamed awards.
Campaign
The campaign was led by the Hispanic Foundation for Osteoporosis and Bone Diseases (FHOEMO), together with the Spanish Society for Bone Research and Mineral Metabolism (SEIOMM) and the patient association AECOSAR (Spanish Association with Osteoporosis and Osteoarthritis). It has the collaboration of the biotechnological pharmaceutical company AMGEN and the biopharmaceutical company UCB.
