Madrid, 16th of June 2011 - Pikolin, the market leader in sleep products, which is deeply committed to improving health, has presented the Charity Mattress campaign with the actress Carolina Cerezuela and her mother, Josefa Gil. This time, Pikolin is collaborating with the Spanish Osteoporosis Association, and is working to prevent this illness which affects one out of three women over 50, and one out of every five men.
Carolina Cerezuela and her mother will be accompanied by Cari Lapique, Caritina Goyanes, Arantxa del Sol, Lorena Bernal and their mothers, as well as Ana Robledo, Pikolin's Director of Communication.
Pikolin and the Spanish Osteoporosis Association are working together to educate the public about this disease and raise awareness of the importance of prevention, since 35% of women over 50 are affected, and of those over 60, 50% may be affected. Additionally, though three million people in Spain suffer from this disease, most of whom are women, only 10% have been diagnosed.
Pikolin has launched an advertising campaign based on the closeness of Mothers and Daughters, in which the fundamental aim is to raise social awareness on the need to prevent this disease.Pikolin is thus supporting the association by transmitting a positive message about prevention and publicising information on measures that should be taken by those affected by osteoporosis.
The rise in the number of sufferers in the last 20 years has resulted in an increase of 54% in the number of fractures caused by this disease, and in the case of women, the figure has increased by 64%. Women have, on average, a 40% risk of suffering an osteoporotic fracture during their lifetimes. This is related to the loss, after menopause, of the beneficial effects of oestrogen on bones.
About the Pikolin Group
With a turnover of 350m €, the Pikolin Group is the second largest European group in the sleep products sector, and is the leader in Spain (28% market share), France (30%) and Portugal (20%). It has seven production plants and is made up of eight commercial brands: Pikolin, Bultex, Swissflex, Lattoflex, Serta, Dunlopillo, Epeda and Merinos. Its major investment in R&D&i and access to leading international technologies have given it a competitive edge both for now and in the future.
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