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Advertising for medicines to treat or prevent osteoporosis in post-menopausal women said things like “Know your T-score. Know how you measure up against osteoporosis.” This lost sight of why these women needed such medicine: to stay active as they got older. So our campaign for Fosamax showed real women 70-plus who did martial arts, skiied, surfed, etc. – with the headline What do you want to look like when you grow up? Flattering and encouraging these women helped Fosamax gain market share.