Presented by Osteoporosis





Bubl X David Dixon

Introducing a new collection from fashion designer, David Dixon, working in partnership with Osteoporosis Canada. Featuring bubble wrap – a universal symbol of protection – each piece was inspired by the 2 million Canadians impacted by osteoporosis.

1 in 3 women and 1 in 5 men will break a bone due to osteoporosis in their lifetime

Over 80% of all fractures in people 50+ are caused by osteoporosis.


Adults begin to lose bone density in their mid-thirties.

Osteoporosis, known as the “silent thief,” can cause bones to deteriorate over a number of years without any signs or symptoms, until a bone breaks. Unfortunately, by the time this happens, the disease is already fairly advanced.

Complete the Know Your Risk quiz to find out what your risks are, and make an appointment to talk to your doctor about your bone health and risk of breaking a bone today.

Because many Canadians don’t realize the risks they face, Osteoporosis Canada created the Know Your Risk quiz.

This quiz provides information on risk factors and helps Canadians work with their doctors to improve their bone health and protect themselves against broken bones.

Wearing Bübl fashion does not actually prevent broken bones.

Photography by
Matt Barnes

Event Photography by
George Pimentel
Vanessa Galle


This year, Osteoporosis Canada launched a transformative campaign intended to disrupt the osteoporosis landscape, while shining a light on a disease that affects 2 million Canadians.

Bübl™ X David Dixon designed by prominent Canadian fashion designer David Dixon, featured an 18-piece collection using bubble wrap – the universal symbol of protection. The Bübl™ fashion collection was launched on opening night, February 5, 2019, of Toronto Fashion Week – North America’s second-largest fashion week.

Osteoporosis Canada is proud to announce that the Bübl™ fashion campaign has won the Bronze Award in the Cannes Lions Health: Pharma Lions category! The campaign placed 3rd out of 31,000+ global entries and has received a prestigious Lion from the 2019 Cannes Arts & Advertising competition at the Cannes Film Festival.

Heartfelt thanks and appreciation go to the following: Edelman Canada for a strategic, creative and collaborative partnership; to David Dixon for bringing his creative concepts to life with style and to Amgen Canada Inc. for their generosity and support in making this campaign possible.

The Bubl Fashion campaign was made possible by a grant from Amgen Canada Inc.