If you’re reading these words, you’re probably interested in osteoporosis – either because you have it; you’re trying to prevent it; or you’re helping someone else deal with it. And if that’s the case, then you may already know that May is Osteoporosis Awareness and Prevention Month.

But, despite the best efforts of the National Osteoporosis Foundation, including its month-long campaign and Webinar series, Healthy Bones, Build Them For Life®; and its very cool (I kid you not) site for parents and their young daughters, Best Bones Forever, most Americans are just barely – if at all – aware of their risk for osteoporosis.

What’s the best way to deliver a message to the typical American consumer? First, repetition; and second, word of mouth.

Turns out we as a society are becoming increasingly jaded to advertising; we simply tune it out. J.C. Penney can send you flyers and churn out TV commercials, to no avail. But let your girlfriend text you that Penney’s is taking 40% off fashion shoes – you’re there.

So, sorry, NOF – you’re trying to build awareness the best way you know how. But you’re still a faceless non-profit, irrelevant in most Americans’ lives. What you need is an army of spokespeople; women talking to women. (I know, men get osteoporosis, too. But do you think men are going to sit around talking about it? Get real.)

One of the many things we women are good at is talking to one another. How about if each of us vows, during this final week of National Osteoporosis Awareness and Prevention Month, to find opportunities to talk to our friends and colleagues about osteoporosis?

It doesn’t have to be serious; let the subject bubble up naturally. Here are 10 ways you might build osteoporosis awareness via our most effective marketing tool: W2WOM – woman to woman word of mouth.

1. You’re all gathered in the break room, grabbing a cup of coffee and a mid-morning snack. Megan is eating a bagel with butter. Ask if she ever substitutes cream cheese for butter, and let her know it’s a great source of calcium – key for avoiding fractures.

Milk, yogurt, cheese – all come in healthy, low-fat, delicious forms, and are critical for building bones. Push them every chance you get.

2. See Jen over there with her diet Coke? She’s young; she doesn’t have to worry about osteoporosis, right?

Wrong. Some studies have shown that drinking an excessive amount of diet cola can compromise bone health. Suggest to Jen that a zero-calorie flavored water might be a lot healthier, and just as tasty.

3. You’re playing cards at the senior center, and the gals are having a whine session about health issues. (My dad used to call this “the organ recital”).  Listen carefully; if anyone mentions type I diabetes; celiac disease; kidney problems; an overactive thyroid; an automimmune disease (e.g., rheumatoid arthritis); or steroid drugs, which can include asthma medications, speak up. Tell them that all of these conditions can lead to osteoporosis.