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'Improvement through Movement' educational programme launched for people with osteoporosis
Pan-European osteoporosis patients encouraged to dance their way to stronger bones

Munich, Germany (ots)

An educational programme available on DVD
is launched today, on World Osteoporosis Day, bringing together the 
glamorous world of ballroom dance with the serious nature of disease 
management. Sponsored by DAIICHI SANKYO EUROPE and endorsed by the 
International Osteoporosis Foundation, 'Improvement through Movement'
is a new educational programme which aims to encourage people with 
osteoporosis to use ballroom dance exercises to help strengthen their
bones and slow the progression of the disease.
Osteoporosis affects approximately 200 million women throughout 
the world.(1) Many people with osteoporosis are reluctant to do any 
form of physical activity for fear of further damaging their bones, 
however improving muscle strength through any kind of physical 
activity helps to strengthen bones - which is why this educational 
programme has been developed.
Professor Juliet Compston, Professor of Bone Medicine at the 
University of Cambridge School of Medicine, Cambridge, UK, who helped
to oversee the routine comments: "Research has shown that, although 
you can't cure osteoporosis, you can help to prevent its progression.
Exercise is one of the most important things that people with 
osteoporosis can do to help themselves, and dancing is a fun, 
beneficial form of exercise. Dance exercises the entire body giving 
joints, muscles and, most importantly, bones a thorough workout".
Reinhard Bauer, CEO DAIICHI SANKYO EUROPE, comments: "This 
educational programme is an important step to help improve patients' 
quality of life. It is just one way we can raise awareness of the 
disease and encourage osteoporosis sufferers to keep active for 
longer".
Following the Strictly Come Dancing television phenomenon, which 
has been syndicated around the world, UK Strictly professional dancer
Erin Boag worked with Professor Compston to develop a dance programme
that would be easy to follow, based on the styles of the Waltz, 
Quickstep and Rumba. "Dance movements are multi-directional and help 
with joint mobility and flexibility. These dances are beautiful and 
graceful with movements that should flow through the entire body. 
None of the dance moves are too energetic, so the steps should be 
easy for patients to learn," says Boag. "Dancing is something that I 
am passionate about. By simply using this educational programme, 
patients will be able to take the first step towards more effective 
management of their condition".
Internationally renowned choreographer Arlene Phillips has 
endorsed this project, and thanked Erin Boag for taking the time to 
put her expertise into something so meaningful. "Erin has shown that 
dance can be accessible to all, regardless of age and ability. She 
has put her professionalism into a fantastic tool. Osteoporosis is 
such a debilitating condition, but it is great that patients can help
themselves and slow the progression of the disease, whilst at the 
same time having fun. With such a high prevalence, I hope physicians 
will find this educational programme incredibly useful when advising 
their patients on how to manage this condition, and patients 
themselves will enjoy learning the routines and benefit from the 
dance moves as they continue to practice".
The educational programme will be available to patients on DVD 
through their physician practices. The DVD will be subtitled into 
several languages. Physicians can only give this educational 
programme to patients. For more information of how practices can 
order this DVD please go to www.osteoporosis-disease.eu.
Patients are advised to consult their physician or healthcare 
practitioner before undertaking any form of physical exercise.
About osteoporosis
Osteoporosis, meaning 'porous bones' is a progressive disease 
which increases the risk of fracture, particularly in the spine, hips
and wrists, due to a reduction in bone strength. Osteoporosis can 
cause pain, loss of movement, inability to perform daily tasks, and 
in many cases, death. It is estimated that 20% of women who suffer a 
hip fracture die within a year.(2) Osteoporosis affects one in three 
women and one in five men over 50,2 and most commonly occurs in women
after menopause (postmenopausal osteoporosis) due to a significant 
decline in oestrogen levels.(3) The declining level of oestrogen 
results in an increase in bone breakdown (resorption), which can lead
to a loss of bone density and hence stability.(4)
About World Osteoporosis Day
World Osteoporosis Day, which takes place on October 20th this 
year, provides an all-important focal point for informing and 
educating the general public and policy makers about the prevention 
of a disease which still suffers from poor general awareness. With 
the number of participating countries and scheduled events increasing
steadily year by year, the impact of  World Osteoporosis Day has 
grown significantly. World Osteoporosis Day 2009 will be the second 
year of a 'call to action' campaign.
About DAIICHI SANKYO
DAIICHI SANKYO is a global pharmaceutical company that focuses on 
researching and marketing innovative medications. The company was 
created in 2005 through the merger of two traditional Japanese 
enterprises, Daiichi and Sankyo. With net sales of nearly 5.9 billion
EUR in fiscal year 2008, DAIICHI SANKYO is one of the world's 20 
leading pharmaceutical companies. The company's world headquarters is
in Tokyo, and its European base is located in Munich. DAIICHI SANKYO 
has affiliates in 12 European countries and has been one of the 
strongest Japanese pharmaceutical companies located in Europe since 
it set up European production facilities and marketing offices in 
1990. The company's research activities focus on the areas of 
cardiovascular diseases, haematology, diabetes, anti-infectives and 
cancer. Its aim is to develop medications that are best in their 
class or to create new classes of pharmaceutical drugs.
Forward-looking statements
This press release contains forward-looking statements and 
information about future developments in the sector, and the legal 
and business conditions of DAIICHI SANKYO EUROPE GmbH. Such 
forward-looking statements are uncertain and are subject at all times
to the risks of change, particularly to the usual risks faced by a 
global pharmaceutical company, including the impact of the prices for
products and raw materials, medication safety, changes in exchange 
rates, government regulations, employee relations, taxes, political 
instability and terrorism as well as the results of independent 
demands and governmental inquiries that affect the affairs of the 
company. All forward-looking statements contained in this release 
hold true as of the date of publication. They do not represent any 
guarantee of future performance. Actual events and developments could
differ materially from the forward-looking statements that are 
explicitly expressed or implied in these statements. DAIICHI SANKYO 
EUROPE GmbH assumes no responsibility for the updating of such 
forward-looking statements about future developments of the sector, 
legal and business conditions and the company.
References:
(1) Peters KM. Knochenkrankheiten. Darmstadt: Steinkopff. 2002; 
       page 45. 
   (2) International Osteoporosis Foundation. Facts and statistics 
       about osteoporosis and its impact. Available at: 
       http://www.iofbonehealth.org/facts-and-statistics.html. 
       Last accessed 09.10.09 
   (3) BUPA. Osteoporosis. http://hcd2.bupa.co.uk/ 
   (4) Condren L. As oestrogen declines. World of Irish Nursing.  
       2002: 10(3); 31-32
For more information, please click on: 
www.osteoporosis-disease.eu.

Contact:

Dr. Iris Marr
International Brand Management
Phone +49(0)89/78 08-807
iris.marr@daiichi-sankyo.eu

Dr. Michaela Paudler-Debus
Corporate Communications and Public Affairs
Phone +49(0)89/78 08- 685
michaela.paudler-debus@daiichi-sankyo.eu

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